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In a bid to capture the eyeballs of the U.S. college-age market, Coca-Cola has partnered with Ryan Seacrest Productions, a group of engineering students and two YouTube celebrities to develop and seed an online video.
In the three-minute video (above), YouTube personalities Justine Ezarik (iJustine) and Josh Chomik (TheComputerNerd01) narrate as 12 engineering students from Harvey Mudd and CalTech build an elaborate Rube Goldberg-inspired contraption -- complete with the brand's iconic polar bears, a Pac-Man and a double rainbow -- designed to open and pour two cans of coke. After two days of construction, they invite other students (who were, at the time, in the middle of final exams) to the big unveiling. After Ezarik's and Chomik's cokes are successfully poured, bottles are passed out to other attendees amidst a riot of music, fireworks, streamers and cheering.
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At the end of the video, Coca-Cola invites viewers to share a coke with their own friends using its "Ahh Givers" Facebook app. The app allows users to send a $0.99 coupon and a message to their Facebook friends.
Coca-Cola has successfully released a number of branded online videos that have gone viral more or less organically, including this video of a vending machine that handed out cokes as well as flowers and air balloons (4.7 million views since January 2010), and this video of a "Happiness Truck" that did approximately the same thing (more than 1.2 million views since February 2011).
We're fans of both the concept and the machine, but there's a staginess to the video that strips it of some of the surprise and magic that made the earlier Coca-Cola videos so share-worthy, we feel. Still, the video should perform well: Chomik and Ezarik will both be promoting the video, and Seacrest has also pledged to promote it, Jennifer Healan, group director of integrated marketing content for Coca-Cola, tells us.
Are you a fan of the video? Of the many Coca-Cola has released to date, which is your favorite?
This story originally published on Mashable here.