The Coca Cola 'Hug Machine' Trades Cuddles for Free Pop
Sarah Moore — April 10, 2012 — Marketing
As part of its 'Open Happiness' campaign, the CocaCola 'Hug Machine' shoots out a free soda in exchange for giving the vending machine some love.
Commissioned in collaboration with ad agency Ogilvy & Mather Singapore, a pop dispenser was set up at National University of Singapore with the words "hug Me" etched across the front in Coke's signature font and colors. When someone wraps their arms around the machine, they are rewarded with a free pop.
The dispenser is one of several 'Happiness Machines' that have been popping up as part of the campaign since 2009, which has included giving out flowers, air balloons and multiple Cokes with purchase.
The marketing strategy is set to roll out in other regions soon, but be advised to wait until seeing the words "hug me" to avoid the embarrassment of awkwardly embracing an inanimate object with no payout.
Commissioned in collaboration with ad agency Ogilvy & Mather Singapore, a pop dispenser was set up at National University of Singapore with the words "hug Me" etched across the front in Coke's signature font and colors. When someone wraps their arms around the machine, they are rewarded with a free pop.
The dispenser is one of several 'Happiness Machines' that have been popping up as part of the campaign since 2009, which has included giving out flowers, air balloons and multiple Cokes with purchase.
The marketing strategy is set to roll out in other regions soon, but be advised to wait until seeing the words "hug me" to avoid the embarrassment of awkwardly embracing an inanimate object with no payout.
Trend Themes
1. Interactive Marketing - The use of interactive experiences like the Coca Cola 'Hug Machine' in marketing campaigns allows brands to engage with consumers in a unique and memorable way.
2. Experiential Advertising - Creating interactive and emotional experiences through ad campaigns, such as the Coca Cola 'Hug Machine', can help brands build stronger connections with their target audience.
3. Gimmick Marketing - Incorporating playful and attention-grabbing tactics, like the Coca Cola 'Hug Machine', can generate buzz and excitement around a brand or product.
Industry Implications
1. Beverage - The beverage industry can explore innovative ways to create unique and interactive experiences for consumers, like the Coca Cola 'Hug Machine', to stand out in a crowded market.
2. Advertising - The advertising industry can tap into the power of interactive and experiential marketing, as demonstrated by the Coca Cola 'Hug Machine', to captivate and engage audiences effectively.
3. Event Management - Event management companies can incorporate interactive elements, such as the Coca Cola 'Hug Machine', to create more engaging and memorable experiences for attendees.
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