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The other week I was fortunate enough to get an audience with Jonathan Mildenhall, Vice President Global Advertising & Creative Excellence, Coca-Cola to find out more about what Coke have been up to and what’s this ‘trans-media storytelling’ he keeps chirping on about.

You should have already seen the last few years of Coke’s activity; from an explosion of colour and images flowing from the iconic bottle silhouette to the Grand Theft Auto inspired advert, where the ‘bad’ guy goes around town doing good things (check out the images and movie below). These are all part of Coca Cola’s most recent strategic direction called ‘Coke side of life’. The idea being that anything can happen in the Coke side of life. Not a million miles from Dr Pepper’s ‘What’s the worst that can happen’ but as you shall see from reading on, the implementation is indeed a million miles ahead of Dr Pepper’s proposition.

Coke side of life press adverts

Coke ‘Grand Theft Auto’ inspired advert

Jonathan assured us that the ‘Coke side of life’ campaign had been very successful but was just the beginning as Coke looked to transform their creative thinking and advertising/ marketing with the evolution of ‘Trans-media Storytelling’. Oh dear, another marketing approach to learn, but thankfully this one is actually quite easy and only has three parts:

1. Trans-media Storytelling is about extending an ad or entertainment property across multiple touchpoints.
2. Trans-media Storytelling is narrative driven, so in that respect, the idea/ solution never ages.
3. Trans-media Storytelling requires significant initial investment but generates real money

The astute reader at this point will notice some striking similarities with Branded Entertainment but trust me, there is a difference. And whilst Jonathan himself was quick to point out that Coke are fully on the Trans-media Storytelling side, I think I’ll use examples from Coke to illustrate both points.

Branded Entertainment essentially piggybacks an entertainment property or story to marry the audience to it’s own mythology. In the US, Coke is very prominent in the American Idol series. This is very much branded entertainment, marrying one of the most iconic American brands with the (currently) most iconic American dream. Coke presents special ‘behind the scenes’ footage, Coke cup contests and much more besides. This is all very successful for Coca Cola and looks like a partnership set to continue. But this is branded entertainment. There is nothing particular that Coke are doing here that would be out of place with a number of other American superbrands. One irony I love is that Simon Cowell probably has the whitest teeth in the world and is promoting a drink that can dissolve an immersed tooth overnight – if you believe the urban legend!

The American Idol judges – with their Coke cups

Relaxing with Ryan on the ever subtle Coke couch

Trans-media Storytelling is different. Trans-media Storytelling builds a brand mythology without piggybacking an existing entertainment property or story. In Trans-media Storytelling there is no difference between the story and the brand. They are so richly entwined that they cannot be viewed separately. Coke’s latest campaign is a fantastic example of this, and one which you should of already seen in some form or another…

Happiness Factory is an advert about what happens inside a vending machine when you purchase a Coke. The premise started on the ‘Coke side of life’ before evolving in to the magical ‘story’ it is today. But there is so much more to come. If you have not seen the advert for Happiness Factory then check out the video below.

Original Happiness Factory advert

The great thing about this property is that Jonathan and the team did not stop there. They applied the properties of Trans-media Storytelling to take this story to the next level as a major piece of consumer entertainment. First, let’s look at what those Trans-media Storytelling properties are:

• An immersive world – with a past, present and future
• Involving characters
• Compelling story arc
• Timeless theme
• Multiple access points
• Loyal fanbase

Second, let’s think about what major consumer entertainment project would help them realise the full potential of this story. That’s right… Coke are making a movie! They have set out their vision over the next 5-10 years and looked at how they can really deliver a unique Trans-media Storytelling experience to their audience – potential and existing. The story is about what happens when the vending machine runs out of Coke. A tale of one worker, chosen from the masses, who must face the odds and find the source of the ‘Coke from the sky’. Of course, he will save the day and along the way meet some wonderful characters. This story was packaged as a second advert but there is a trailer version also for the forthcoming move. Check out the advert below.

Second Happiness Factory advert

So what are the thoughts on Trans-media Storytelling? My feeling is that it is a great new direction for creative in advertising and marketing but the sheer size of projects mean that it will remain something for the elite few who can bankroll such grand designs. Based on the stats that Jonathan was throwing my way there is no doubt that it has proved extremely successful for Coke already – and it sounds like there are still 10 years to run on this thing! When done right (as appears to be the case in Happiness Factory) it also opens up a wealth of touch points to reach new consumers – as in merchandising, music and much more.

You can go to the Happiness Factory website and immerse yourself in the story and a rich experience – but be warned that content varies across different territories and even on a good broadband connection you are going to spend way too much time looking at loading screens.

My only concern for the whole thing, and this is directed at this specific story and brand, is that Happiness Factory is extremely child friendly and something cynical inside me can’t help but feel this is a resourceful way to get around the whole ‘marketing high sugar/ fat products to children’ issue. Though that is a discussion for another day. For now let’s enjoy the wonderful story, production values and wonder who on Earth picked that ugly guy for the second advert!