The Coke Dance Vending Machine Rewards Participants for Dancing in Public
Elise Ying-Hei Ho — October 3, 2012 — Marketing
The new Coke dance vending machine is like Dance Dance Revolution (DDR) meets Xbox's Kinect in this awesome new ad campaign.
Coca-Cola is no newcomer to memorable interactive marketing and with two previous vending machine promotions earlier this year -- one hug-induced and another presents secret passageways -- this seem to be the tip of a new iceberg.
Located in Korea, the Coke dancing vending machine only provides its refreshing beverages after 'contestants' have given their shot at mimicking the featured boy band, 2PM. Just like DDR, 2PM will tell players if they're doing a great or bad job; the better you do, the more drinks you're rewarded with. For the shy individuals, the dances are available for single or multi-players so go ahead and drag your friends along.
Coca-Cola is no newcomer to memorable interactive marketing and with two previous vending machine promotions earlier this year -- one hug-induced and another presents secret passageways -- this seem to be the tip of a new iceberg.
Located in Korea, the Coke dancing vending machine only provides its refreshing beverages after 'contestants' have given their shot at mimicking the featured boy band, 2PM. Just like DDR, 2PM will tell players if they're doing a great or bad job; the better you do, the more drinks you're rewarded with. For the shy individuals, the dances are available for single or multi-players so go ahead and drag your friends along.
Trend Themes
1. Interactive Marketing Campaigns - Opportunity to create memorable and engaging experiences for consumers through interactive marketing campaigns like the Coke dance vending machine.
2. Gamified Customer Engagement - Disruptive innovation opportunity to gamify customer engagement by incorporating elements of popular games like Dance Dance Revolution and Xbox's Kinect.
3. Incentivized Brand Interactions - Potential to incentivize brand interactions by rewarding consumers with drinks based on their performance in mimicking dance moves of featured artists, such as the 2PM boy band.
Industry Implications
1. Beverage Industry - Opportunity for the beverage industry to enhance customer experiences through innovative vending machine designs and interactive campaigns like the Coke dance vending machine.
2. Entertainment Industry - Potential for the entertainment industry to merge gaming technology with advertising, creating interactive experiences that engage and entertain consumers.
3. Marketing Industry - Disruptive innovation potential for the marketing industry to leverage gamification and interactive elements to create immersive and memorable brand experiences.
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