Coke on YouTube. Super campaign gets 3+ million views since Thursday. See it here.

You may have seen the Coke "happiness" 2010 on-street campaign where a truck dispensed cans of coke to passers by with something else to cheer them up - a football, flowers etc and filmed their reaction. Kinda' candid-camera but very effective.

Now they've done it again for the launch of the James Bond movie 'Skyfall' called 'unlock the 007 in you'.

Surprising in that it was in Antwerp in Belgium, the world's second most boring city after Brussels. Apart from giving out free Coke they also sent passers by on a "mission" to get something more - limited edition tickets. The public reactions were filmed and went on YouTube getting 3 million views since Thursday - another viral with 98% 'likes'.

As the public went to get their Coke, a violinist played the James Bond theme. As they were given tasks, various obstacles were put in their way. Told, for example, to "go to platform 6", a floor cleaner blocked their way or a girl called them by their name enthusiastically (if you know what I mean). A fruit seller spilt their oranges, or a group of joggers came up the stairs at the same time. You get the idea.

It's pretty effective in giving us a smile as well as a video to pass around to friends. Using too, its 53 million Facebook fans, it has an immediate way of spreading the word. By the way, Disney by comparison, has only a paltry 38 million fans on Facebook.

The video too, then turns viewers into Facebook fans itself - an additional 400,000 last week alone.

So all in all, a good way of using video on YouTube as well as social media. And doing a great job for the brand although I don't like saying it on behalf of a brand like Coke. But fair is fair.

It points to interesting ideas online and great promotional ideas as well as avoiding the cliched and done-to-death, flash mob. Please, enough already.

Relatively inexpensive too and that adds to the whole concept.
Good ideas don't have to cost a fortune and if it brought your brand 400,000 followers a week, how else could you achieve that except online. 

Engagement.