In January 2010, The Coca-Cola Company created the “Happiness Machine” video with the help of interactive marketing agency. The video featured a Coca-Cola vending machine that dispensed a lot more than just a cold beverage. The film was shop at St. John’s University in Queens, New York, using 5 strategically placed hidden cameras. The reactions from the students were completely unscripted.

The video went viral and now has over 4.5 million views on YouTube. In May 2010, it won a prestigious CLIO Gold Interactive Award. The film had the highest penetration in Brazil, Mexico, Japan and Russia.

After seeing the amazing ROI on this video, Coca-Cola decided to continue the ‘Happiness’ theme by releasing several other videos using the same concept.