Coca-Cola's new "Smile Back" out-of-home stunt (scroll down to see it) is cute and nicely done, and everyone everywhere will love it. But let's overthink it for a moment.
Coke is famously skilled at being able to "Open happiness," as its slogan goes, through innovative real-world stunts. These have ranged from overly generous vending machines to splittable cans and personalized bottles. The typical transaction is that Coke gives you something of obvious value—a free drink or a fun, surprising experience—and that thing makes you happy, sometimes infectiously so.