In Spain, Coke built an ATM machine that dispensed free cash. No, it wasn't a mechanical malfunction, but an extension of their "Share Happiness" campaign.
Named "El Cajero de la felicidad" (The ATM of Happiness), the machine appeared in multiple locations. If its presence piqued the curiosity of people nearby, they were invited to interact with its ATM interface and some were rewarded with 100 euros by the machine. The only catch — use the money to share their happiness with someone else.
Coke reportedly couldn't track where all the money went, but some recipients took the ATM's suggestion, shared the wealth, and shared their stories. Some random acts of happiness included a man purchasing a tricycle for a child and another man buying basketballs to give to kids at a park.
The brainchild of McCann Spain, this social campaign thankfully didn't turn into a heavy-handed Cokefest with people buying Coca-Cola for all. (And it seemed like a real possibility with some people buying food and movie tickets with their money.) So if there where Coke purchases, they were wisely removed from the video. It's Coke's restraint that made it easier to connect with the campaign on an emotional level. You don't even have to understand Spanish to follow the video.
It's a social experiment that satisfyingly pays forward the "Share Happiness" campaign.
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