The LoneWolf Vending Machine is a Publicity Stunt That Calls to History
Justin Lam — January 24, 2018 — Marketing
References: shortlist & morningadvertiser
Gin lovers in London can now get free samples thanks to the LoneWolf vending machine. This unique advertising stunt is located in London's Old Street Station and is part of an initiative by LoneWolf to take over the space. The release of this machine, and subsequent marketing, is all in preparation for the distillers Burns Night Supper Club. Those looking to satisfy their thirst just need to Tweet @LoneWolfSpirits and use the #TheWolfOfOldStreet to receive their own free token for the LoneWolf vending machine.
While the LoneWolf vending machine may seem like a completely new concept, it actually pays homage to London's gin prohibition in the 1800s. This first banning of the liquor led to the use of covert vending machines to dispense the beloved beverage. LoneWolf carefully took this history to heart with its latest publicity stunt and hopes that the LoneWolf vending machine will speak to London's cultural history while also promoting the company in a new and innovative way.
While the LoneWolf vending machine may seem like a completely new concept, it actually pays homage to London's gin prohibition in the 1800s. This first banning of the liquor led to the use of covert vending machines to dispense the beloved beverage. LoneWolf carefully took this history to heart with its latest publicity stunt and hopes that the LoneWolf vending machine will speak to London's cultural history while also promoting the company in a new and innovative way.
Trend Themes
1. Gin Prohibition Nostalgia - Opportunity for companies to tap into nostalgia for historical events and create innovative marketing campaigns like the LoneWolf vending machine.
2. Interactive Advertising Stunts - Potential for businesses to create interactive advertising stunts that engage with consumers and generate buzz, similar to LoneWolf's vending machine.
3. Social Media Activation - Opportunity for brands to leverage social media platforms like Twitter to drive engagement and offer unique experiences like the LoneWolf vending machine.
Industry Implications
1. Alcohol Industry - Potential for alcohol brands to explore innovative marketing tactics and engage with consumers through unique experiences like the LoneWolf vending machine.
2. Hospitality Industry - Opportunity for hotels, bars, and restaurants to incorporate interactive and nostalgic elements into their marketing strategies, inspired by the LoneWolf vending machine.
3. Digital Marketing Industry - Potential for digital marketers to develop creative campaigns that blend physical and digital experiences, leveraging social media activation and interactive advertising stunts like the LoneWolf vending machine.
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