2012 Digital PR Awards: Video


Winner: Coca-Cola Company - Coca-Cola Happiness Machine for Couples

Call it Candid Camera, Coca-Cola style. To celebrate Valentine’s Day 2012, a different kind of vending machine was set up in a busy shopping mall in Istanbul. Conceived and executed by the communications team of Enis Orhun, Oncu Dogu Gursoy, Ceyhun Saracoglu, Tuna Tiryakioglu, Ilke Sahin, Emre Irmak, Fatih Tuyluoglu, Pinar Saymaz and Sema Gun, the Happiness Machine offered a free sampling of Coke to couples willing to prove to the machine—and the video camera hidden inside it—that they were truly a couple.

Those who shared a hug or a kiss at the machine were immortalized in a humorous and touching YouTube video, viewed by more than 1.5 million people in just three weeks. So viral was the video that for weeks, there were at least two tweets per minute from around the world mentioning the machine. Posts about the stunt on advertising blogs like Creative Guerrilla Marketing, Digital Buzz Blog and Creativity didn’t hurt either. To top it off, the Coca-Cola Valentine’s Machine was feted at Cannes Lions 2012. Ultimately though, the campaign simply gave couples a reason to “show the love” on Valentine’s Day. 

Honorable Mentions

  • Boeing - From Inspiration to Innovation 

  • CIT -- CIT Executive Insights Video Series

  • Everyday Health -- Everyday Health's YouTube Channel Launch

  • Fleishman Hillard - AT&T YHM: An Inspiring Journey To Better Health

  • Lockheed Martin - MFC Chat

  • Northwestern Memorial Hospital - You Make it Possible 

  • Vivid Ascent - Chicago Auto Show Webisodes


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