Pepsi Vending Machine accepts Likes instead of Cash

A typical sampling  effort usually involves street teams in branded outfits handing out free samples. To move beyond the traditional, Pepsi Belgium created ‘The Like Machine’, a vending machine that would dispense free Pepsi in exchange for a ‘like’ on Facebook.

People with smartphones simply have to like the Pepsi Facebook page to receive their free drink: the vending machine uses the phone’s location settings to make sure that only those in the vicinity receive a free sample for their ‘like’.

Those without smartphones can use the 42” built-in touchscreen to log into Facebook to receive a free drink. Once the sample was given, a timer ensured  everyone was logged out of their accounts.

This provides real-time feedback on who has liked, tasted and enjoyed the beverage, as well as building buzz and incentivizing sharing.

VIRTUAL TO ACTUAL

With the growth of always-on ubiquitous internet access, and digitization – our actual and virtual lives are blending in to one.

ALTERNATE BRAND CURRENCIES

Increasingly brands are offering rewards for specified consumer actions such as Tweeting, or Liking. Adding novelty to the value exchange can prompt consumers to re-evaluate the brand in a or make their encounter more memorable.

Enhanced by Zemanta
Advertisements

Insecticide Billboard Becomes Giant Bug Trap

Spring is in full bloom in Europe and summer is on the horizon, and with the hot weather comes short shorts and insect bites. Insecticide ads can be easy to miss in the clutter, but Italian brand Orphea cut through by turning a Milan billboard for its 4D product in to a massive sticky insect trap.

ORPHEA BILLBOARD

Initially, the billboard appeared to be just an image of the Orphea spray can, but as days passed bug after bug stuck to the billboard, in the shape of the spray emanating from the can. The trick? The advertisers applied transparent non-drying glue to the white paper, trapping the unfortunate bugs that landed on the board. The illusion that the insects are caught in the spray’s crosshairs is a clever way to promote the effectiveness of Orphea in open air situations.

Essentially, the billboard itself became one giant insect trap, making it effective as well as impactful. A brilliant way to promote the product and its purpose.

BRAND UTILITY

Rather than just inter-rupting consumers’ lives, brands are increasingly looking to provide useful services or applications that give people something they actually need – without demanding an immediate return.

Enhanced by Zemanta

Beer Turnstile lets partygoers travel home free on Metro

Carnival in Rio is exuberant and outrageous. With two million people attending each day, Rio becomes a place where anything goes and alcohol flows. Drink-driving incidents increase by 50% during the period.

Carnival in Rio is exuberant and outrageous. With two million people attending each day, Rio becomes a place where anything goes and alcohol flows. Drink-driving incidents increase by 50% during the period.   To live up to their ‘Don’t Drink and Drive’ effort, Antarctica Beer decided to help carnivalgoers get home safely after drinking. To do this they created the ‘Beer Turnstile’ at metro stations which accepted (presumably empty) Antarctica beer cans as tickets.   All passengers had to do was scan the bar code on the beer can, and the turnstile unlocked. All the beer cans collected were then donated for recycling.  This effective campaign took advantage of a potentially dangerous behavior, and leveraged innovative technology to provide brand utility and promote safety.   The Beer Turnstile received an average of a thousand passengers an hour and the number of drunk drivers caught went down by 43%.

To live up to their ‘Don’t Drink and Drive’ effort, Antarctica Beer decided to help carnivalgoers get home safely after drinking. To do this they created the ‘Beer Turnstile’ at metro stations which accepted (presumably empty) Antarctica beer cans as tickets.

All passengers had to do was scan the bar code on the beer can, and the turnstile unlocked. All the beer cans collected were then donated for recycling.

This effective campaign took advantage of a potentially dangerous behavior, and leveraged innovative technology to provide brand utility and promote safety.

The Beer Turnstile received an average of a thousand passengers an hour and the number of drunk drivers caught went down by 43%.

BRAND UTILITY

Rather than just inter-rupting consumers’ lives, brands are increasingly looking to provide useful services or applications that give people something they actually need – without demanding an immediate return.

EVOLUTION OF SOCIAL

With the advent of always-on, ubiquitous internet access, and digitization, our actual and virtual lives are increasingly starting to blend into one.

Enhanced by Zemanta

Lowe’s Hardware finds a perfect use for Twitter’s Vine

Many brands try to jump onto a new platform without really having a strong idea behind what they are doing. Lowe’s have succeeded in using Twitter’s new Vine platform – a mobile service from which allows users to share short looping six second videos – to bring something interesting and useful to consumers.

Many brands try to jump onto a new platform without really having a strong idea behind what they are doing. Lowe’s have succeeded in using Twitter’s new Vine platform - a mobile service from which allows users to share short looping six second videos - to bring something interesting and useful to consumers.  "Lowe's Fix in Six” (#lowesfixinsix) is also truly inspired by Vine, rather than being a force-fit. The series features home improvement tips -- like using pillowcases to organize sheets, removing stripped screws, taking off a stubborn sticker, cleaning rusty knives or keeping squirrels away from your plants.   These simple, everyday improvements are ones that consumers will find valuable and want to share with others. Lowe’s plans to release 12 Vine videos in total via its Twitter and Facebook pages.  The films were made by Meagan Cignoli, a finalist in the #6secfilms Vine contest at the Tribeca Film Festival.  https://vine.co/v/bU61aqq2YOp

“Lowe’s Fix in Six” (#lowesfixinsix) is also truly inspired by Vine, rather than being a force-fit. The series features home improvement tips — like using pillowcases to organize sheets, removing stripped screws, taking off a stubborn sticker, cleaning rusty knives or keeping squirrels away from your plants.

These simple, everyday improvements are ones that consumers will find valuable and want to share with others. Lowe’s plans to release 12 Vine videos in total via its Twitter and Facebook pages.

The films were made by Meagan Cignoli, a finalist in the #6secfilms Vine contest at the Tribeca Film Festival.

EVOLUTION OF SOCIAL

A move from static content to video interaction, text to picture, desktop to mobile and ever increasing scale offers new opportunities for consumers and marketers

Enhanced by Zemanta