To launch the special edition Knacki FootBall snacks during the 2014 Brazil World Cup, the snack brand set up a vending machine game that challenged the public to put their soccer skills to the test against a legendary player.
The interactive vending machine lured passersby to it with the promise of free food, but when they pressed the big red button to receive their snacks, they didn't realize that the vending machine would open up to reveal a miniature field and Belgian footballer Leo Van Der Elst. To win a snack, people had to score against Van Der Elst using a Knacki-sized ball.
The experience was complete with commentary, yellow cards, cheering fans, a post-game interview and if successful, Knacki FootBall snacks as a trophy for the win.
Competitive Vending Machines
Knacki's Vending Machine Game Pit People Against Leo Van Der Elst
Trend Themes
1. Interactive Vending Machines - Implementing interactive features in vending machines to attract customers and enhance user experience in retail spaces.
2. Gamification in Marketing - Using game-like elements such as challenges and rewards in marketing campaigns to engage customers and increase brand loyalty.
3. Celebrity Endorsement - Partnering with high-profile athletes or personalities to promote products through special events or interactive experiences.
Industry Implications
1. Food and Beverage - Incorporating interactive vending machines with gaming elements into snack or beverage sales to add value and increase customer engagement.
2. Advertising and Marketing - Implementing gamification strategies in marketing campaigns to increase customer loyalty and boost brand awareness.
3. Sports and Entertainment - Partnering with athletes or celebrities for interactive experiences that bring fans closer to the sport or entertainment industry.