Outside the Industry Innovator of the Year Award The Coca-Cola Company Kari Bjorhus presents the "Expedition 206" Campaign

2. Thru the eyes of our
audiences…
home page isn’t just
coke.com

3. Thru the eyes of our
audiences…
home page isn’t just
coke.com, it is
google.com and
twitter.com
twitter com and
youtube.com and
facebook.com
facebook com and
myspace.com

4. WELCOME TO E206
WHAT IS IT?
On January 1 2010, 3 Happiness Ambassadors embarked
on an epic, unprecedented journey—
A 365-day trip around the world to 206 countries and
territories where Coke is served – this is only something
Coca-Cola could do
Their mission: To uncover the real moments of
happiness they find in every place. And to document
and share what they find across social networks
networks,
bringing to life our Open Happiness campaign.

5. WELCOME TO E206
WHAT IS IT?
It’s an epic undertaking—we may even break a world
record*.
Sometimes the journey will link Happiness Ambassadors
up with big events (Olympics, World Cup, World Expo) in
which we have programs in place.
Other times, the Happiness Ambassadors will find their
own stories to tell.
*Two people, 191 countries in 365 days.

6. WELCOME TO E206
WHAT IS IT?
Through sites like Facebook, Twitter, YouTube, Flickr and QQ,
Ambassadors maintain constant communication with the social
media sphere.
And vice-versa; through a Web dashboard, fans track the journey
online.
Through crowdsourcing opportunities fans are able to participate
opportunities,
in the journey by sending Ambassador messages, and uploading
their own photos and art.
Fans will even be able to join Ambassadors live in
meetUp/tweetUps.
It’s a 365-day, multi-platform, digital conversation—a reality TV
show,
show without the TV
TV.

7. WELCOME TO E206
CORE OBJECTIVES
Leverage digital and mobile channels to recruit teens to
the Coca-Cola Franchise and create a frequency in
communication that translates to brand love.
– Increase global positive media coverage
– Increase positive mentions / discussions of our Company and
brands in social media
– Create new presences on Social Network sites in local markets
(global/local)
– Generate new friends on social network sites: Facebook friends /
Twitter followers
– G
Generate rich content around h
t i h t t d happiness f use longer term and
i for l t d
create a group of brand ambassadors around the World..

8. coca-cola confidential & proprietary

9. coca-cola confidential & proprietary

10. coca-cola confidential & proprietary

11. Expedition 206
RESULTS TO DATE
As of March 11, 2010
– Over 400 million media impressions globally
– Over 40 countries visited
– Over 79,000 miles traveled
– increase of nearly 300,000 FB fans during the first two days of the
expedition
– Over 600,000 happiness pictures have been uploaded in China

12. coca-cola confidential & proprietary