[embedplusvideo height=”281″ width=”450″ standard=”http://www.youtube.com/v/ts_4vOUDImE?fs=1&hd=1″ vars=”ytid=ts_4vOUDImE&width=450&height=281&start=&stop=&rs=w&hd=1&autoplay=0&react=1&chapters=¬es=” id=”ep4662″ /]Coca-Cola’s Small World Machine’s video is about to go viral (837,854 views). Marketing guru, Jonah Berger, assigns several key factors which drive people to share and in turn creating viralosity. This idea of a social currency; daily triggers; emotional resonance; observability; usefulness; storytelling; and a wow factor all contribute to the cause. Even though we often don’t realize it, we can be pretty self-focused when we share.
This spring, Coca-Cola set out to break down barriers and create a simple moment of connection between two nations — India and Pakistan. The initiative “Small World Machines” provided a live communications portal between people in India and Pakistan and showed that what unites us is stronger than what sets us apart. The key to engaging with each other through the machines was simple: people in India and Pakistan could complete a task, like touching hands, drawing peace, love, and happiness symbols — together. The technology alone is cool enough to want someone to share this video but, when you put it all together, the video inspires a deep emotional reaction with a great storytelling component. Bottom line, Coca-Cola has derived a very cool idea to connect two countries together who don’t even see eye to eye. Are you going to “open happiness” today and share? Stay #TopRight