Case Study: Coca-Cola's Global Campaign

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Abstract/Contents

Abstract
In their quest for an authentic viral campaign, the global soft drink giant gave $50,000 to seven teams worldwide, one of whom created the Coke Happiness Machine. Stanford GSB Professor Aaker, Jennifer, shows this popular YouTube video, and talks about how this small investment had big payoff for authenticity, connection, surprise, meaning, and global appeal.

Description

Type of resource moving image
Extent 1 digital video file
Place Stanford (Calif.)
Date created November 17, 2010
Language English
Digital origin born digital
Sound content sound
Color content color

Creators/Contributors

Speaker Aaker, Jennifer Lynn

Subjects

Subject Entrepreneurship
Subject Business
Genre Filmed lectures

Bibliographic information

Location https://purl.stanford.edu/rb597kq2720
Location SC1209
Repository Stanford University. Libraries. Department of Special Collections and University Archives

Access conditions

Use and reproduction
The materials are open for research use and may be used freely for non-commercial purposes with an attribution. For commercial permission requests, please contact the Stanford University Archives (archivesref@stanford.edu).
Copyright
Copyright © 2010 The Board of Trustees of the Leland Stanford Junior University. All rights reserved.

Collection

Stanford Technology Ventures Program, Entrepreneurial Thought Leaders Seminar, videorecordings

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