Coca-Cola Expedition206 | Social Media Campaign


Objective: Define and build a high-impact, year-long, global activation that brings Coke's open happiness theme to life.

Approach: Send three young travelers on a 365-day trip around the world to the 206 countries and territories where Coke is served. Their mission: To uncover real moments of happiness, documenting and sharing the experience with fans as they go. As Coke's largest social media project everExpedition 206 brought the best of reality tv, documentary, and social media together. Results: With its over 640 million media impressions, Clyde Tuggle, Senior Vice President of Global Public Relations & Communications at The Coca-Cola Company, said Expedition 206 was "the single most successful public relations event in the company's 125 year history."

Scope: Program concept, identity, tagline, visual system, site design, social media elements, bottle designs

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