In a first of it’s kind undertaking, we are seeing Coca Cola using social media marketing and a travel campaign to tap into regular people to be their “Happiness Ambassadors” and travel the world for the whole of 2010 and document their entire quest via blog posts, tweets, YouTube videos, TwitPics, and other social media mentions.
Currently their is a contest in progress to shortlist the brand ambassadors whose mission will be to find happiness in the 206 different countries that sell Coca-Cola products across the world.
The winning three-person team will begin their journey on January 1, 2010 and attempt to travel more than 150,000 miles in 365 days, visiting each of the 206 countries where Coca-Cola is sold. Their duty will be to engage with local denizens and uncover what makes them happy. After which they are to share their experiences online, and complete tasks in each country as determined by online voters.