Coke engages teens in happiness factory film

Hong Kong - Coca Cola has tapped McCann Erickson to launch the sequel to its "Happiness Factory" campaign through an interactive movie marketing approach comprising of a bus shelter campaign and a soon to launch cinema game aimed at teens.

The bus shelter by JCDecaux Texon located at Tsim Sha Tsui features an interactive game utilising the factory concept of a clock-punching mechanism where consumers could pick a ‘happiness record' card from the magnetic panel and clock in at a specified time to win McDonalds vouchers and tickets to watch movies at MCL JP at Causeway Bay.

The cinema component will kick off with a premiere next week where the three and a half minute film of "Happiness Factory- the movie" will broadcast on screen, which includes interactive cinema games using Wii technology.

The campaign will be supported in print on Milk magazine and East Touch will give away iron on stickers of the characters as well as interactive games on the Coca Cola website.

Terry Tsang, creative director for McCann Erickson said that the team has adopted an interactive approach in Hong Kong for this campaign to solicit more consumer involvement in the overall communications by engaging them to gain happiness through the different mediums.

Starcom Worldwide handled media buying and planning duties for this campaign.