Why Coca-Cola Pulled Its #MakeItHappy Campaign

The company handled this fairly well

Coca-Cola‘s #MakeItHappy campaign seemingly began with the best of intentions — to make the internet a happier place by turning hateful or negative tweets into cute pictures made of ASCII code.

They even did so with one of the tweets from our sister site AgencySpy:

The idea was for people to tag upsetting tweets with the #MakeItHappy hashtag, allowing Coke to auto-edit them into cutesy images.

But as Progressive, the Patriots, and so many more have taught us, automation is not your friend on Twitter.

The

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in