Global Program with Local Activation, ‘Expedition 206,’ Comes to Close

More than 275,000 miles, 186 countries and 365 days after embarking on Expedition 206 — Coca-Cola’s largest social-media project ever — the company’s three “happiness ambassadors” have completed their journey.

On Jan. 1, 2010, armed with laptops, video cameras, smartphones and plenty of other gadgetry, the three 20-somethings set off to visit 206 countries and territories where Coca-Cola is sold in order to document for the masses their search for happiness. They arrived back in Atlanta at the World of Coca-Cola Dec. 29, 2010, just before the dawn of the New Year. Their journey, tracked at, as well as through Facebook, YouTube and Twitter, has racked up 650 million media impressions around the globe and engaged billions of people.

Read the entire article at AdAge.

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