Three bloggers, who will be chosen by online voting to begin Wednesday, will embark on a 206 country world tour to uncover "what makes people happy." The program is part of Coca Cola's "Open Happiness" campaign. Forbes Magazine states that the effort, dubbed "Expedition 206," marks another venture by a big-name brand to delve deep into social media. Such efforts, which include blogging, posting updates on Twitter and adding videos to YouTube, can generate talk by consumers and sales, companies hope. According to Adam Brown, director of Coca-Cola's Office of Digital Communications and Social Media. "It's not about having the Coca-Cola brand first and foremost, center of the screen ... It's about telling the story that involves Coca-Cola, that involves the attributes of what Coca-Cola is about, optimism and joy."
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