Coca-Cola has launched a new ‘social media mash-up’ campaign, that will see the brand appoint three ‘happiness ambassadors’ to travel the world and spread their happiness and enthusiasm wherever they go.
According to Coke, the chosen group will meet ‘everyday people’ on their 150,000 mile journey and will share their experiences on Flickr, Twitter, Facebook and YouTube as they go. Their mission is to ‘share their happiness and enthusiasm with the rest of the world’.
Nine people have been shortlisted to fill the positions and Coke is asking the public to vote on who they think is most suited to the job. The project, dubbed Expedition206, is part of the wider Open Happiness campaign.
During the year-long initiative, the chosen group will visit 206 countries, representing Coke’s various markets. According to the current proposed route, they’ll hit the region around July/August 2010, at the height of summer temperatures.
Coke hopes that people across the world will act as local travel guides, suggesting places for the group to go and helping them find the secret of happiness.
The group leaves Madrid on 1 January 2010 and culminates in the US on 31 December 2010 after visiting all corners of the globe.