Coca-Cola being one of the best marketing companies in the world so I am always interested in their new communication innovations. This time they are sponsoring Happiness Ambassadors who will go in 206 countries.
I am not sure that we would have seen such campaign without the Web 2.0 philosophical/psychological change. The stars here are real people just like you and me (no celebrity). They are inviting themselves in people lives (not top down through advertising). And you choose you who want the people to be casted (not the producers) - 14 days left of voting.
Check out the website here.