Write a case study on Coca Cola and its Happiness campaign

Before starting this assignment, be sure to review all the materials presented in Week 6. Including, watching the video Coca Cola – Open Happiness, and reviewing the Happiness Campaign website and research articles about the campaign.

Answer the following questions. (Important: Include references to the previous text reading Chapters 5 & 6, as well as Chapter 7, in your answers.)

1. How many different types of media were used to engage consumers with the Coca-Cola brand? List and provide an example of each.
2. Analyze these media elements of the campaign individually and as a whole – do they work in harmony to create an integrated brand experience for the consumer? Which elements worked better than others?
3. Referring to the stages of the Consumer Pathway, how are consumers “involved” in the Coca-Cola Happiness campaign?
4. Is this emotion (Happiness) a good fit to the Coca-Cola brand? How does it contribute to the brand’s long-term reputation?
5. Critique the Happiness campaign effectiveness as an international campaign. Does the concept translate equally well in other countries and cultures?

Your completed case assignment should be a minimum of 3 pages long and should answer the 5 questions above, written in essay-format, in MLA style and include a Works Cited as your 4th page.