Interesting concept of 'gesture-based marketing'. The vending machine, which looks pretty standard other than the missing area where one inserts money, simply states "Hug Me" in the Coca Cola style. Anyone who hugs the machine is rewarded with a cold can of pop.
[...]Specifically, you have to squeeze the sides of the soda dispenser in a specific way to make a free Coke come out.
In a world where Facebook likes and photo comments are considered "social gestures," manipulating consumers to make specific gestures is top-of-mind for marketers today. This campaign, created by Ogilvy & Mather, is an incredibly overt version of this trope.
Positioning this stunt at a university is a smart move in Singapore, where public signs of affection have long been discouraged, but are on the rise among the young. Coke is positioning itself as a non-threatening ally to affection demonstrating youth.
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