College Kids and Happiness
A lot of times, advertisers will try to execute guerrilla ad campaigns that don't necessarily align with the brand messaging. Coke, however, recently pulled off a truly integrated and relevant stunt.
Keeping with the theme of Coke's "The Happiness Factory" spot, agency Definition 6 installed a special vending machine on a college campus, basically acting as a "Happiness Factory" in and of itself.
Skip to 1:02, at which point the Coke executives grin widely and declare this a "success." [Via]