Coca-Cola Launching 200 Country Blogger Tour

Forget flying a few high profile bloggers to your corporate headquarters to meet with executives. Coca-Cola is taking the blogger tour to a whole new level. Three bloggers, who will be chosen by online voting to begin Wednesday, will embark on a 206 country world tour to uncover “what makes people happy.” The program is part of Coca Cola’s “Open Happiness” campaign.

“It’s not about having the Coca-Cola brand first and foremost, center of the screen…It’s about telling the story that involves Coca-Cola, that involves the attributes of what Coca-Cola is about, optimism and joy,” Adam Brown, director of Coca-Cola’s Office of Digital Communications and Social Media told Forbes.

The trip is being dubbed “Expedition 206.” Coca-Cola selected the finalists but anyone can vote on who makes the final cut.

Publish date: October 21, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT