Billboard Vending Machines Award Tweeters Who Compete for Soft Shirts
Elise Ying-Hei Ho — December 16, 2012 — Marketing
References: youtu.be & designtaxi
Exchanging Tweets for food and breakfast are becoming more popular, and men's clothing retailer Allen Solly has paired up with ad agency Oglivy India to create one the world's first billboard vending machines that gives participants clothing.
Similar to the game of Whack-A-Mole where users have to constantly hit the popping moles to get more tickets in exchange for toys, the billboard vending machines encourages participants to repeatedly Tweet, with a hashtag, #RainingSolly as they gather around the giant dispenser. The more they Tweet, the more the device pushes the Allen Solly shirts forward until it eventually falls free into the dispenser. The winner of the agile thumb-tapping game is then displayed on the board where the victorious Tweeter can receive one of the cozy Allen Solly shirts for their enthusiastic efforts.
Similar to the game of Whack-A-Mole where users have to constantly hit the popping moles to get more tickets in exchange for toys, the billboard vending machines encourages participants to repeatedly Tweet, with a hashtag, #RainingSolly as they gather around the giant dispenser. The more they Tweet, the more the device pushes the Allen Solly shirts forward until it eventually falls free into the dispenser. The winner of the agile thumb-tapping game is then displayed on the board where the victorious Tweeter can receive one of the cozy Allen Solly shirts for their enthusiastic efforts.
Trend Themes
1. Social Media-powered Vending Machines - Opportunity to create similar vending machines that engage customers through social media and increase brand awareness.
2. Gamification of Marketing - Opportunity to engage customers through gamification, which incentivizes interactions and builds brand loyalty.
3. Interactive Outdoor Advertising - Opportunity to create interactive outdoor advertising that engages customers beyond simply displaying a message.
Industry Implications
1. Retail - Opportunity for retailers to create unique, interactive experiences that attract customers and increase brand awareness.
2. Advertising - Opportunity for advertising agencies to create innovative campaigns that incorporate gamification and social media engagement.
3. Outdoor Media - Opportunity for outdoor media companies to offer interactive and engaging advertising solutions that go beyond traditional static displays.
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