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Coca-Cola targets UK market with viral video productions A UK version of Coca-Cola's Happiness Machine viral is to be launched.
A viral video production is to form a key component of Coca-Cola's UK marketing strategy.
The drinks brand is to use a UK version of its hugely successful Happiness Machine viral video, which became a hit on YouTube earlier this year.
It shows a vending machine that hands out a variety of free items to students at a US college.
According to New Media Age, the new version will feature a vending machine dispensing UK-specific freebies such as strawberries and cream and the game Twister.
Jo Hyder, head of brand experience and interactive at Coca-Cola, said one of the appeals of the campaign for the company was the relative low cost compared to the potential brand promotion benefits.
"One of our most simple measures will be to look at how much we spent creating and distributing the content - a fraction of what we'd spend on a TV ad - and how many people viewed it to give us a cost per minute of engagement, which we can then compare to other activities," she told the news provider.
According to a recent eMarketer report online advertising spending is expected to reach $61.8 billion (£40.5 billion) worldwide by the end of the year.
Posted by Angela Metcalfe
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