This Fun Vending Machine by Lanes Health Acts & Speaks as a Mom Would
Laura McQuarrie — April 22, 2014 — Marketing
References: laneshealth & creativeguerrillamarketing
Lanes Health's fun vending machine was set up in Athen's highly populated The Mall Athens as a continuation of its 'Let Mama Lanes' campaign. "Lanes" sounds similar to the word "says" in Greek and the first part of the campaign involved having Facebook users share quotes from their well-meaning but overbearing mothers.
With this second installment, Lanes Health gave "Mama" a chance to talk back. For the stunt, Greece-based digital marketing agency Socialab had a woman get inside of the vending machine and spit out quotes that moms are most likely to say. If passersby heeded the advice of "Greek Mama" and got other people involved and interested, they would be rewarded with free vitamins from the vending machine, plus a drink to wash them down with.
With this second installment, Lanes Health gave "Mama" a chance to talk back. For the stunt, Greece-based digital marketing agency Socialab had a woman get inside of the vending machine and spit out quotes that moms are most likely to say. If passersby heeded the advice of "Greek Mama" and got other people involved and interested, they would be rewarded with free vitamins from the vending machine, plus a drink to wash them down with.
Trend Themes
1. Interactive Vending Machines - Opportunity for vending machines to become interactive and engage customers in unique and entertaining ways.
2. Personalized Marketing Campaigns - Potential for marketing campaigns to tap into nostalgia and cultural references to connect with consumers on a personal level.
3. Incentivized Consumer Engagement - Opportunity to incentivize consumers to interact with brands and products through interactive experiences and rewards.
Industry Implications
1. Vending Machine Industry - Disruptive innovation opportunity to create more interactive and engaging vending machines that offer unique experiences and rewards for customers.
2. Digital Marketing Industry - Opportunity to develop personalized marketing campaigns that tap into nostalgia and cultural references to connect with consumers on a deeper level.
3. Health and Wellness Industry - Incentive opportunity to promote healthy living and wellness through interactive experiences and rewards.
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