Coke's Invisible Vending Machine Doesn't Reveal Itself for Singles
Laura McQuarrie — February 24, 2014 — Marketing
References: youtube & prexamples
For Valentine's Day this year, Coca-Cola set up the 'Invisible Vending Machine,' which was visible only to couples. For a while now, Coca-Cola has been promoting its "Share a Coke" campaign, which swaps out its iconic logo with the names of people. This Valentine's Day stunt continued the Share a Coke campaign, but in a really interesting way.
The Invisible Coca-Cola Vending Machine was set up in a wall and only revealed itself when a couple walked by. The machine would ask the couple to speak their names, reveal some adorable animations featuring their names on the cans and then finally, present them with personalized cans of Coca-Cola.
Although the vending machine was totally hidden, its sudden appearance made it arresting and unmissable once it did become visible.
The Invisible Coca-Cola Vending Machine was set up in a wall and only revealed itself when a couple walked by. The machine would ask the couple to speak their names, reveal some adorable animations featuring their names on the cans and then finally, present them with personalized cans of Coca-Cola.
Although the vending machine was totally hidden, its sudden appearance made it arresting and unmissable once it did become visible.
Trend Themes
1. Personalized Brand Experiences - The Invisible Vending Machine demonstrates the growing trend of creating personalized brand experiences to engage and delight consumers.
2. Interactive Marketing Campaigns - Coca-Cola's Invisible Vending Machine showcases the trend of interactive marketing campaigns that involve consumer participation and create memorable moments.
3. Surprise and Delight Strategy - The concept of the Invisible Vending Machine reflects the trend of surprise and delight strategies that aim to captivate consumers through unexpected and unique experiences.
Industry Implications
1. Beverage - The Invisible Vending Machine presents a disruptive innovation opportunity for the beverage industry to create interactive vending machines that offer personalized experiences.
2. Advertising and Marketing - Interactive marketing campaigns like Coca-Cola's Invisible Vending Machine open up opportunities for disruptive innovation in the advertising and marketing industry, encouraging new methods of consumer engagement.
3. Hospitality and Events - The concept of surprise and delight strategies employed by the Invisible Vending Machine can be applied in the hospitality and events industry to create unique and memorable experiences for guests.
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