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.
|The Metro Toronto Zoo's Polar Bear Colouring Book|
|How corporate branding has taken over America|
|Google Hires Goats|
|Microsoft (re-)designs the ipod package|
|What Toyota's Surge in Sales Tells Us About Ourselves and Our Relationships|
|“A company headquartered in Toronto runs a successful affordable mobile phone service in the US.”|
|“Inhibiting this pathway has extended life span in every species studies to date.”|
|Japanese Robot Serves Ice Cream From Inside a Vending Machine|
|“Civilisation is a movement, and not a condition, a voyage and not a harbour.”|
|Why, Typewriters Are Alive and Well, Thank you|
|Somebody Needs to Build a New Facebook Stat|
|The (Very Scary) People of Public Transit|
|“Prof Mallett has wanted to build a time machine for most of his life.”|
|CaptchaTweet: Write Tweets in Captcha Form|
|How to Avoid Jury Duty|
|“Artificial intelligence can detect your sexuality and politics just by looking at your face.”|
|“Social media can be good but we must be careful with how we use it.”|