It's easy to get caught up in the latest and greatest apps and games and it is also easy to work in silos within your marketing team. What's hard to do is to define what your brand stands for and then keep true to that message through the line - print, digital, pr, etc. Coke is one of those brands that just gets it. The brand is all about making people happy, spreading joy and smiles. Their tagline - Open Happiness - conveys that as does one of their latest digital plays the Smileizer. Consumers can log on to the Smileizer site and record their laughter. Coke will donate money to a charity for every laugh recorded, which is a nice touch, but what's even better than hearing your own laughter encased in a bubble is hearing everyone else's laughter recorded. It doesn't matter if you know the person or not, it is just the sound of ridiculous laughter that starts off "forced" and then erupts into something real. Before you know it, you're laughing too.
You can share your recorded laughs or others' laughs via Twitter and Facebook, and before you know it, you are spreading happiness. The whole program works because it puts a smile on your face and it makes you feel all happy and warm inside about Coke. It also aligns perfectly with their other marketing messages.
If Coke is all about happiness, what's your brand about?