Coca-Cola has taken its popular TV and online commercial "Happiness Factory" and fleshed it out into a full online experience of its own, reports Adweek.

The Happiness Factory website takes visitors inside the world shown in the spot and allows them to play games with the characters and work in the virtual factory. As part of the "job application" process that users can go through, they're also prompted to opt-in to further marketing messages from the soft drink company.

Coke worked with AKQA and Shift Control Media to transfer the concept into an interactive experience. Psyop had created the characters in the original spot.

Further extensions of the Happiness Factory concept are being mulled, according to Coke, which says it's trying to create engaging experiences for the consumer more than trying to sell product through online ventures like this.