The soft drink brand’s latest promotion uses Facebook feedback as digital currency.
Typically enthusiastic promoters stand at busy intersections and other high traffic areas handing out free samples, in hopes passersby buy the product. Instead of this usual formula, Pepsi partnered with TBWA Belgium on ‘The Like Machine’, a vending machine dispensing free Pepsi in exchange for a ‘like’ on Facebook. Initially, Pepsi Belgium rolled out this promotion at Beyoncé concerts in Antwerp.
The concept is simple yet effective. Using a smartphone, enter likepepsi.com, then connect with your Facebook account, like the Pepsi Facebook page and get a free Pepsi. The vending machine also 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 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 new method of sampling provides real-time feedback on who has liked, tasted and enjoyed the beverage.