Where will happiness strike next? Mall of Asia

Katherine Visconti

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A viral marketing campaign hits the Mall of Asia on March 23

MANILA, Philippines – The biggest beverage company in the world, Coca-Cola, will stage a blowout concert on Friday March 23 at the SM Mall of Asia Concert Grounds.

“It’s our thank you to Filipinos for the last 100 years. It’s a free concert. And we are going to have quite a line up of local talent and a special international guest as well,” said Coca-Cola Marketing Director Anubha Sahasrabuddhe. 

The 12-hour event kicks off at 3PM. 

Aside from a surprise international performer, local talents will include:

  • Sarah Geronimo
  • Gary Valenciano
  • Somedaydream
  • Sandwich
  • Wolfgang
  • Never The Strangers
  • Itchyworms
  • Spongecola
  • 6Cyclemind

@Coke_HappyPrez will be tweeting updates about the concert. He tweeted yesterday that the first 2,500 visitors to the redemption booth at MOA would get free tickets. 

Many of Coca-Cola’s Happiness Campaigns have gone viral.  

The campaign gained traction in the Philippines in Christmas of 2011 when Coca-Cola flew home 3 overseas foreign workers to celebrate the holiday with family members they desperately missed.

Twitter was abuzz during the February ‘Happiness Strike’ when any Filipino could get a free coke from 2-5pm.

“We have examples of big profound strikes like the one we did for Christmas and then daily moments of strikes, which is get a free coke on us. So we want to keep it mixed up and have a nice combination of that,” said Sahasrabuddhe.

The Happiness Campaign in a global drive. In 2011 the company sent a “Happiness Truck” around Rio de Janeiro dispensing everything from refreshments to soccer balls and surf boards.

Coca-Cola also set up a vending machine that dispensed cokes for free on a college campus in New York. 

The Philippines was the first Asian country to sell Coca-Cola. The company has been in the country for exactly a century and continues to be an important market for Coca-Cola. After China with its massive population, Sahasrabuddhe, says the Philippines is the company’s second biggest market in Asia.

She emphasized that Coca-Cola would be staging happiness strikes throughout the year to celebrate the Filipino consumer. Rappler.com

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