Coca cola has been running hidden candid camera campaigns for a couple of years. Its award winning Happiness machine campaign which gives out free Cokes and food has been filmed in various locations around the world since it was launched in January 2010.
Like T-Mobile’s Life’s for Sharing series of videos, we seem to like candid camera videos showing sing alongs in London, silent dancing at train stations and flight arrivals to the UK.
It is an effective piece of viral marketing. It makes us smile and gives us an opportunity to share the link, spreading the brand name further.
Coca Cola has over 53 million fans for its main Coca Cola Facebook page – well ahead of Disney with its 38 million fans. Its latest video has worked well, gaining the brand over 400,000 new fans in the last week.
Or perhaps it is simply our desire to get something for free that drives our social behaviour…