As a part of its «Open Happiness» global campaign Coca-Cola launched the online social project called Expedition 206. Three teams are battling for the chance to visit 206 countries where Coca-Cola products are presented.
Visitors of the campaign’s official website vote for their favourite team by connecting from different social media platforms, including Facebook, Twitter and YouTube. The journey will also be covered on these platforms.
«This mash-up of social media with an amazing journey, enthusiastic travellers and a theme of happiness is a great way for us to connect with people around the world. The global adoption of social media has given us a way to deliver a year-long reality TV series without the TV,» said Adam Brown, director of the office of digital communications and social media at Coca-Cola.