1. Amber Mitchell, Matt Charles Kenny VanDyke

2. Expedition 206 Background 3 teammates with laptops, video cameras, and other “gadgetry” 206 countries– all sell Coca Cola A total of around 275,000 miles A search for happiness Ambassadors will visit – Fifa World Cup (S. Africa) – Vancouver Winter Olympics – 2010 World Expo in Shanghai

3. Issues May be seen as reporters in some countries with strict reporting laws (i.e. China) Not sure if brand awareness will be created Members may get sick

4. Goals/Outcomes Raise brand awareness of Coca Cola Coca Cola will track using Twitter, Facebook, and website visitswebsite visits Has already had internal success, joining the marketing, communications, and public relations teams

5. How Ambassadors Were Chosen Coca Cola wanted people who already had experience being a “social connoisseur” Reached out to different agencies Narrowed it down to 60 candidates, then 18, then 9 where groups of 3 were formed It was up to candidates to promote themselves

6. Discussion What do you think of this idea as a marketing strategy to raise brand awareness? Will it raise brand awareness? Why/why not? Is Coke the “happy” soft drink?