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.
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!
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!
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.
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.
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.