Joe Jaffe’s Crayon (among other companies including Adam Brown at Coke) is behind a new program for Coke called Expedition 206. Beginning January 1, 2010, Coke will send three ambassadors around the world to visit 206 countries in 365 days. The purpose as Jaffe writes is to “seek out, discover and celebrate the epitome of ‘happiness’ as it presents itself across different people, places and cultures.”
Sounds a bit like a corporate version of Matt Harding’s work for Stride but hey, you can never leverage and monetize the power of “world happiness” enough. So it’s all good.
Of course social media will play a big role in this promotion with the ambassadors tweeting, blogging, vlogging, podcasting, Facebooking and generally sharing anything and everything with anyone who cares about this journey. We have a feeling, though, we’ll all need to be reminded over the course of the year the ambassadors are still out there doing there thing.
If you’re interested, you can help choose which three of nine finalists will become the ambassadors for the program.
