Hug A Coca Cola Vending Machine To Get A Free Soda
The beverage company wants you to literally embrace its brand.
A vending machine in Coca Cola’s iconic red color and with the words ‘Hug Me’ displayed in the brand’s signature white font, has showed up overnight at the National University of Singapore. What makes this vending machine special is that it responds to physical hugs before dispensing a free can of Coke.
Students on campus were pleasantly surprised to spot the Coca-Cola Hug Machine, which was installed as part of the company’s ‘Open Happiness’ campaign. Before long, there were lines of people waiting to give their affection to the dispenser.
Leonardo O’Grady, ASEAN IMC Director, The Coca Cola Company, explained that:
Happiness is contagious. The Coca Cola Hug Machine is a simple idea to spread some happiness. Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large.
The simple, yet engaging idea was created by Ogilvy & Mather.
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.
At PSFK 2017, Peloton Co-Founder and COO Tom Cortese discussed how the company aims to utilize the power of Web 2.0 to marry the comfort of home fitness to the high-energy engagement of celebrity-run classes.