Journey of a Lifetime

(and I stand corrected, but no other brand in the world can make that same claim), so why not bring this to life in a truly unique way that authentically dials into the spirit of Coca-Cola and its brand anthem, "Open Happiness."

On January 1st, 2010, 3 Coca-Cola Ambassadors will visit 206 countries over the next 365 calendar days, covering 150,000+ miles in the process. Their mission? To seek out, discover and celebrate the epitome of "happiness" as it presents itself across different people, places and cultures.

Their trip will also "conveniently" coincide with the following headline events: the Vancouver 2010 Olympic Winter Games in Canada, the FIFA World Cup in South Africa, and the World Expo 2010 in Shanghai, China.

Coca-Cola Expedition 206 - Project Introduction Video from Expedition 206 on Vimeo.

The program itself is decidedly "social". In fact, crayon's role thus far has been to advise and guide the program on all things "social media" i.e. any and all facets of the journey that foster connections and communication between peers, participants, hosts, visitors and the brand itself. It is a mash-up in the sense that you'll see a litany of platforms, tools and vehicles used to activate the program - from twitter to facebook; from crowdsourcing to consumer generated content; from meet-ups to blogging, podcasting and "vlogging".

As of this week, 9 finalists were shortlisted and divided into 3 teams of 3 prospective ambassadors. Now it's up to the public; their fans and community; and you (if you're so inclined) to vote for the elite 3. The finalists are as diverse as the countries they'll be visiting. Here's the list:

Dave Zwolenski, 27, an amateur film producer from Sydney, Australia Josephine Rosetzsky, 27, from Copenhagen, Denmark Sam Li, 21, born in Shanghai, China and now a student in Vancouver, Canada Antonio Santiago, 24, a university student from Mexico City, Mexico Kelly Ferris, 22, a university student in Brussels, Belgium Tony Martin, 29, who grew up in the U.S. and now teaches kindergarten in Munich, Germany Greer Cornish, 26, a digital media producer from Sydney, Australia Brendan Madden, 31, living in Beijing, China and originally from the U.S. Erin Guler, 28, whose parents are from Turkey and is currently a writer in Toronto, Canada

It's been a blast so far to work on this program. It's the kind of commitment-based marketing (a year of your life no less!) that flies in the face of fleeting 30-second spots and I for one, can't wait to see what 2010 holds in store for the eventual Ambassadors, to follow their exploits and share in their experiences.

I know I sound like an old man when I say this, but I only wish I was younger and able to participate myself in this once in a lifetime adventure.

Do check it out, share it with your networks and community, cast a vote or two for your favorites and continue to follow this journey as it unfolds...

On Twitter On Facebook The Expedition hub

Additional links/information:

Press release here SMPR here Disclosure reminder: The Coca-Cola Company is a crayon client show less...