The Toyota Etios Smile Machine Trades Gumballs for Tweets
Sarah Moore — June 28, 2012 — Marketing
References: youtube & coolhunting
The Toyota Etios Smile Machine transforms a 140 character or less Tweet into free gumballs -- and hopefully a smile.
By including the #etiossmiles hashtag and a unique pin in your Tweet, the quirky contraption is set in motion and sends a free gumball down a minute-long obstacle course and into your hand.
Created as part of Toyota's 'Here to make you smile' campaign, the gumball machine was built in South Africa in the front of an abandoned store. It was put together using a miss-mash of junk and old toys such as xylophones, a plastic horn, an old boot and a colorful plastic keyboard that all work together to send your gum on a wild ride of tests and challenges until it eventually ends up in your mouth.
By including the #etiossmiles hashtag and a unique pin in your Tweet, the quirky contraption is set in motion and sends a free gumball down a minute-long obstacle course and into your hand.
Created as part of Toyota's 'Here to make you smile' campaign, the gumball machine was built in South Africa in the front of an abandoned store. It was put together using a miss-mash of junk and old toys such as xylophones, a plastic horn, an old boot and a colorful plastic keyboard that all work together to send your gum on a wild ride of tests and challenges until it eventually ends up in your mouth.
Trend Themes
1. Interactive Marketing - The Toyota Etios Smile Machine exemplifies the trend of interactive marketing by engaging customers through social media and transforming their tweets into physical rewards.
2. Experiential Advertising - The gumball machine demonstrates the trend of experiential advertising by creating a unique and memorable experience for consumers, combining technology and physical interaction.
3. Social Media Integration - The hashtag and unique pin feature of the Toyota Etios Smile Machine reflects the trend of social media integration, as it encourages users to engage with the brand's campaign through Twitter.
Industry Implications
1. Automotive - The gumball machine highlights potential disruptive innovation opportunities in the automotive industry by showcasing creative ways to engage with customers and generate brand awareness.
2. Confectionery - The Twitter-activated candy dispenser presents disruptive innovation opportunities in the confectionery industry by leveraging social media to offer unique, interactive experiences that drive brand loyalty.
3. Marketing and Advertising - The interactive nature of the Toyota Etios Smile Machine suggests disruptive innovation opportunities in the marketing and advertising industry, as brands explore new ways to reach and engage with their target audience.
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