Vending Machine

Who doesn’t love Coca Cola’s Happiness Project?  It’s one of the all time great creative platforms that time and time again delivers exceptional ideas.  The latest, a Small World Vending Machines again hacks the traditional vending machine creating a cool interactive experience where Coke lovers from different parts of the world connect to unlock some free Coke.  The project hasn’t been launched yet as far as I can tell but expect some it this year.

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How fun does this look…it probably wasn’t that enjoyable as a participant!  To support Coke Zero’s partnership with new Bond movie Skyfall the fizzy drink set up a special super spy vending machine.  Any unsuspecting train passenger that bought a Coke Zero was issued with a Bond Challenge.  Get to platform 6 in under 70 seconds.  What happens next must have come as a surprise!

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Introducing the ‘Delite-o-matic’ vending machine. A challenge powered treat dispensing box of joy.  Anyone can play along, all you need to do is complete a ridiculous task such as hitting a big red button 5,000 times or dancing a little jig and then, hey presto, you receive a little pack of snacks!  Personally I couldn’t think of anything worse, public and then virtual embarrassment (276,000 view and counting) and all for a few flavoured biscuits.  But thats the cynic in me, its pretty clear that people will literally do anything for food!

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As the trend toward high tech vending machines continues to gain pace Coca Cola have upped the bar considerably.  This is a great campaign that ties mobile, vending machine and content together to create a personal ‘Share a Coke’ experience but with global scale.  Participants can share a can of Coke through an international network of vending machines, send messages and receive thank you’s from people they have never met in places they have never been.

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As digital and physical worlds continue to collide social integration seems to be the preferred participation mechanic.  The brand/consumer value exchange is simple, consumers use their social voice in return for a small reward and brands drive conversation in a semi controlled manner.  Take the Twitter powered Vending Machine out of South Africa, a simple tweet expressing your inferred affinity to BOS Ice Tea results in a sample for you to enjoy.

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Last week we shared Dominos innovative idea to educated consumers on its ingredients using a gamification, this week Lays crisps looks to solve the same problem but this time using probably the coolest vending machine ever!  Powered by potatoes, anyone wanting a quick snack drops one into the top of the machine and watches as its peeled, sliced, baked and bagged!  Obviously this is a digital video but does a great job of showing just how pure Lays chips are.

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