Coca-Cola's 'Small World Machines' Connects Indians and Pakistanis
Alexander Lam — May 22, 2013 — Tech
References: coca-colacompany & adverblog
With a strained relationship between India and Pakistan, The Coca-Cola Company saw fit to intervene with 'Small World Machines.' With one vending machine in each country, the Coke-dispensing devices encourage citizens of each country to interact with each other. Each vending machine has a giant touchscreen and a camera to project your image to the other machine.
Coca-Cola's vending machine doesn't ask for change. Instead, it asks that you complete simple tasks with someone playing on the complementing machine. Upon the completion of all tasks, the machine dispenses a can of Coke as a reward.
The game starts with 'joining hands' where you place your hand in the same location as the other person. Other tasks include tracing peace signs, hearts and smiley faces. By the end, you should have made a new friend in another country.
Coca-Cola's vending machine doesn't ask for change. Instead, it asks that you complete simple tasks with someone playing on the complementing machine. Upon the completion of all tasks, the machine dispenses a can of Coke as a reward.
The game starts with 'joining hands' where you place your hand in the same location as the other person. Other tasks include tracing peace signs, hearts and smiley faces. By the end, you should have made a new friend in another country.
Trend Themes
1. Cross-border Connection - Coca-Cola's 'Small World Machines' promote international interaction and bridge cultural divides through innovative vending machines.
2. Interactive Rewards - Coca-Cola's vending machines encourage engagement and completion of tasks to dispense a can of Coke, providing a new approach to rewarding customers.
3. Digital Integration - The giant touchscreens and cameras in the vending machines facilitate real-time communication and image projection, showcasing the potential for integrating technology into traditional vending machines.
Industry Implications
1. Beverage and Soft Drink - The Coca-Cola Company's 'Small World Machines' present opportunities for the beverage industry to incorporate interactive and social elements into their vending machines and marketing strategies.
2. Technology and Electronics - The digital integration and real-time communication features of the 'Small World Machines' open up possibilities for the technology industry to create innovative interactive displays and communication systems for various applications beyond vending machines.
3. Cross-cultural Collaboration - The success of 'Small World Machines' highlights the potential for industries focused on fostering cross-border connections and cultural understanding, including travel and tourism, international relations, and cultural exchange programs.
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