Coca-Cola’s latest “Happiness Project” has landed at a mall in Seoul South Korea. This time it comes in the form of a giant interactive vending machine powered by a Microsoft Kinect. The premise is simple, follow the moves shown on screen and the better you do, the more free drinks you get. Like all games there are different levels of skill from easy to hard with the hardest giving away the most free drinks. If you watch the video, you can see just how successful this was with kids at the mall. Not only did the machine attract a crowd, but many of the kids stayed for an extended period of time watching others dance and compete. In addition to the physical presence of the vending machine, Coke added a social hook to it by allowing people that participated to upload photos to Facebook and Twitter as well.
My favorite part of this… If you are going to give away calorie packed sugar filled drinks. Make people exercise for them.
Here is a nice little marketing tool that utilizes Twitter. BOS Tea has developed a vending machine that allows customers to tweet for a free drink. Simply tweet the unique hashtag #BOSTWEET4T when standing in front of the machine, and you get an ice cold BOS Ice Tea on the house. It’s a pretty simple idea, but one that I can see more and more marketers adopting. It has a low cost to develop and the potential to go viral in the areas the machines are located. The concept was developed by South African marketing agency Cow Africa and New Zealand’s ThingKing.
ThingKing extended the concept for Cow Africa by developing a soundtrack that was triggered whenever a drink was dispensed. The sounds were based on the inherent sounds and visuals within the machine and were designed to amplify the machine both in terms of the sounds that its makes and the partially unseen things that take place internally.
Cameras were placed in areas of mass movement as were contact microphones in places with interesting sound. We played a bit with the audio visual mix of these elements and arrived at an overall machine feeling. Sounds such as the motors moving, the drink being knocked around and coins clinking were all amplified through 2 speakers placed on-top of the dispenser. Two monitors abreast of these speakers played real time footage of the goings on inside the machine.
The BOS vending machine made her debut appearance at the 2012 Design Indaba, and can now be seen handing out free beverages for tweets at Wembley Square, Cape Town