Coke's Open Happiness

Objective

Coca-Cola launched the global 'Open Happiness' campaign in January 2009 to inspire positivity and optimism among consumers during an economic downturn. In Brazil, the campaign included localized interactive experiences, including a puzzle game challenge designed to engage consumers and reinforce the brand's playful positioning around opening a Coke bottle and experiencing happiness.

Solution

Players engaged with an interactive puzzle game where they manipulated unconventional and creative tools to open Coke bottles in increasingly clever ways. The game was designed as a challenge with a simple premise: use awkward tools to pop open bottles. Winners received premium electronic prizes, including Xbox consoles and Motorola mobile phones, incentivizing participation and social sharing. The game was hosted on a dedicated Coca-Cola Brazil microsite (abraafelicidade/desafio).

Results

Not published.