Hug the Coca Cola Vending Machine, Get a Free Coke


Thu, Apr 19th, 2012 12:00 by capnasty NEWS

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.

From the article by Anthony Wing Kosner in Forbes magazine:

[...]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.



You may also be interested in:

How corporate branding has taken over America
Johnny Dronehunter, Defender of Privacy
The New Advertising Battleground Will Be Your Car
Google Hires Goats
Fiat 500's Motherhood Rap Song
Oct 19“They're usually these people that have been fucked by the system who are trying to unfuck themselves.”
Oct 18“Parti.Vote is designed to make the US's representative government system more equitable.”
Oct 20A Bicycle with No Pedals You Run With
Jan 11How to Avoid Jury Duty
May 27Making a Movie Inside a Video Game
Oct 17“They don’t drive like people. They drive like robots.”
Oct 14“If the facial data and related personal information is stolen and put on the internet, it will cause big problems.”
Jan 26Google Map Shows You the Most Photographed Areas of the World
Jan 09CaptchaTweet: Write Tweets in Captcha Form
Oct 13"Hours after the fires in Santa Rosa I filmed this postal worker still delivering the mail."
Oct 11"It’s time for something so stupid it’s actually smart."
Oct 16100 Things We Can Do Today to Stop Global Warming in the Next 30 Years