Coca Cola launched Coke Open Happiness Season 2 to provide music, sports, and entertainment content to consumers for free at malls and recreation areas on their mobile phones. The campaign allowed users to download wallpapers, videos, and music from Coke Studio Season 1 and sporting events. Over 10 million people engaged with the content, with each user interacting with an average of 7 pieces. The integration of social media increased brand awareness and the number of people experiencing the content on mobile exceeded other media. The campaign demonstrated how brands can leverage mobile entertainment to connect with consumers.

1. Case study _ Coke Open Happiness (Season 2)
BUSINESS CASE
Happiness!!! is all about enjoying music, sports and the company of friends. Coke launched
Coke Open Happiness a sequel to the successful Coke Studio Season 1, which had
aggregated content to suit users at all happy occasions.
But the challenge was to integrate the content in the consumer’s context.
SOLUTION
The joy experienced in obtaining content anytime to suit every happy occasion is definitely
priceless. Coke made this possible through BUZZ by making available happy content to
consumers even when they were hanging out in the malls any of the recreation zones with
their friends and peer.
Consumers visiting malls, recreation zones and other BUZZ hotspots were greeted with
Coke Open Happiness content and free internet access on their mobile phones. Users could
also select and download Coke Happiness wallpapers, video and audio clips of their choice.
Additional exciting content from Euro 2012 and Olympic 2012 were also delivered to the
users, who are most likely to share interest in sports. Selected content from Coke Studio
Season One was also available to create top-of-mind recall among the target audience..
The solution not only ensured a location based content delivery but more importantly the
availability of content at zero cost and an impulsive medium for engagement with a variety
of choices available.
RESULTS
 Over 10 million ears were refreshed
 On an average, each user engaged with at least 7 different content during the
campaign
 Integration of social media sites achieved higher brand awareness and invited more
consumers to experience
 Coke Open Happiness campaign ensured a strong connect between various stake
holders – Coca Cola, the location partners and the consumers in an innovative way
 Coke Studio 1 was the most viewed content , showcasing undying interest to
season1
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2. Case study _ Coke Open Happiness (Season 2)
LEARNINGS
 Numbers delivered through mobile far exceeded the reach and connect through all
other media put together
 Campaign set a unique model on how brands can leverage m-Entertainment and
showcased howvariousbusiness models can be created
 Campaign demonstrated how integrating mobile can deliver higher ROI for a brand in
its media investments. Evident is the fact that season 2 is getting even bigger on
mobile
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