Coca-Cola Expedition206 | Social Media Campaign

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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 ever, Expedition 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

Three young people have landed one of the coolest jobs in the world. As part of Coca-Cola's Expedition 206, the team will attempt to visit 206 countries and territories where Coca-Cola is sold, covering more than 275,000 miles in just 365 days, all on a mission to find out what makes people happy.

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