Can Something Manufactured Still Be Authentic?
A few weeks ago, Coca-Cola uploaded an interesting experiment to YouTube entitled “Happiness Machine.” It’s completely contrived, gimmicky and appears to be nothing more than a blatant attempt to create something (ugh… I hate to even say the word) “viral.”
But here’s the twist… it worked.
Through supporting tweets, Facebook posts and rampant word-of-mouth on the web, this video has attracted well over a million views in just a few weeks. But even more than that, it’s gotten people talking about the brand in a positive way.
“That just? made my day”
“If only all coca cola vending machines were like this one. I love coca cola”
“I was actually clapping during this commercial. ? <3”
So why has Coke succeeded where others have failed? Why are people reacting so strongly in favor of the same type of manufactured event that has been met with disdain so many times before?