Coca-Cola has launched a new Tumblr to share happy content with teen bloggers. Digital agency 360i designed the page, Happiness Is, and is handling community management. The effort debuted on December 22. In addition to original Coca-Cola-inspired content like photos, gifs and past ads, Coca-Cola plans to share content via re-blogging, including "positive, fun content" from within the Tumblr community.
Throughout 2012, Coca-Cola plans to integrate additional content that will appeal to teens with themes like music, pop culture and sports. For example, as a sponsor of the 2012 Olympic Summer Games, Coca-Cola plans to feature exclusive images and videos surrounding events and athletes. The effort is part of Coke's goal to connect with teens and other Coke fans on new platforms and through more visual experiences.