The Worldwide Journey Begins

Posted by on Oct 21, 2009 in Fast Horse, Social Media | 3 comments

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It’s a big day here at Fast Horse.  Today we are launching an amazing program with The Coca-Cola Company that will eventually touch 206 countries. It’s our first truly global campaign, and I think it’s safe to say we’ll never do another quite on this scale.  Come to think of it, neither will anyone else.  Here’s the scoop:

From Aruba to Zimbabwe and nearly every nation in between, a team of three young people will attempt to visit 206 countries where Coca-Cola is sold to seek out what makes people happy and share their happiness and enthusiasm with the rest of the world.  Dubbed “Expedition 206,” the year-long adventure throughout 2010 will bring Coca-Cola’s Open Happiness campaign to life as the travelers visit with people from different cultures, document their experiences and share stories of happiness throughout their journey.

x206_route_map_thumbOur role?  We’re part of a global team charged with creating worldwide excitement for Expedition 206. For the next 14 months or so, our focus will be on engaging journalists and the social media world as the team visits all 206 countries of the journey.  It begins in Madrid on January 1, 2010, and ends in Atlanta on December 31, 2010.

This is a dream assignment for any agency. We’re tickled to have been awarded the opportunity to lend our social media and media relations expertise.  Keep checking back here at the Peepshow for updates.  In the meantime, check out www.Expedition206.com to help select the three Happiness Ambassadors.

Related posts:

  1. Coke's Times Square billboard goes interactive with Expedition 206
  2. Time to Rent a Tux
  3. A Big Fast Horse Weekend
  4. Fast Horse Wins 2011 Gold SABRE Award
  5. Fast Horse And Coke Engage The World
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  • http://twitter.com/colbywg Colby Gergen

    Wow. What a great idea. Whichever group gets chosen, they should consider themselves blessed.

    My only question: how will the sponsor, coca-cola, be framed in these stories and documentations (if at all)? I fear that if coca-cola is prominently featured in all of the stories, it will come of as staged.

    Or will it be ran similar to State Farm’s “Now what?” campaign?

  • http://www.fasthorseinc.com Mike Keliher

    Thanks for the kind words, Colby.

    Coke is sending these travelers around the world and helping to give them an audience — pulling together all of the YouTube videos and Twitter messages and Facebook posts and helping spread the happiness — but this trip is about the adventure more than the brand.

  • http://www.easylivingpedicabs.com Mike Gerke

    It was a pleasure working with Mike and Scott on this project. I am so glad they found us amongst the vastness of Atlanta. (We are out in Decatur). These two professionals had all the bases covered and ran a great shoot. Should you require a pedicab to finish this expedition, please consider using us again. One question. When and where will the videos and photos be used?