I suppose by now you’re all aware of how much I enjoy a creative digital marketing campaign. So when i came across this one i just had to share it with you all. As mentioned in my previous posts ‘An interactive ad at its finest’ and‘The invisible vending machine,‘ the interactive element that digital marketing provides consumers, heightens their experience with a brand.
The following campaign “Cars That Feel,” exhibits this notion and was featured at Sydney’s VIVID festival this year:
So what makes this digital campaign so great?
The Cars Had Personalities-It wasn’t quite Transformers take two, but the digital visuals certainly added a ‘human’ aspect to the cars, making it easier for consumers to relate to them on a personal level. In fact, it appears that each car had an individual persona, with one woman stating “this one’s a little bit more cheeky than the other ones.” Consumers were also able to interact with the cars by hugging, kissing and tickling them. This lead them to associate thoughts of fun and playfulness with Toyota and strengthen their relationship with the brand.
No Other Brands Are Doing It- As a man states in the video “there’s nothing else like it.” Indeed,Toyota is the first car brand to attempt a campaign of this nature. Consequently, the brand stands out among its competitors and gains a ‘bold’ and ‘confident’ image.
It Appealed To All Ages-As seen in the video, people of all ages were enjoying Toyota’s experience. The cars personalities were cute, funny and likeable and weren’t offensive or inappropriate for any age group.
The Ad Was Relevant To The Audience-Vivid Sydney is a unique annual event of light, music and ideas. Thus the people who attend this festival thrive on innovation and take interest in how digital means can manipulate everyday forms. This audience is more likely to appreciate the campaign and its modern concept. Additionally, the event is perfect for Toyota to reach its Australian target audience, as the attendees are primarily Australian.
How does the “Cars That Feel” campaign influence your perception of Toyota? Can you think of any other aspects of this campaign that make it so fantastic? Would love to hear your thoughts!
Reference List
(1) VIVID homepage link sourced from http://www.vividsydney.com
(2) Toyota’s “Cars That Feel” sourced from YouTube at http://www.youtube.com/watch?v=3h6tCnrvqyU
(3) VIVID ‘about’ page link sourced from http://www.vividsydney.com/about-vivid-sydney
Every once and awhile we witness a campaign which takes our breath away. Too often, advertisements become added ‘noise’ in our daily lives, which consumers have learnt to ignore and overlook. It is when an ad responds to its environment and interacts with its surroundings, that it is able to grab the full attention of consumers.
An ad entitled “A Hair Raising Message,”recently appeared in my Facebook newsfeed. Intrigued, i clicked on the link and was lead to a captivating, innovative and thought-provoking video. Please watch the advertisement below:
The ad was created by Garbergs (a Swedish advertising agency), and was installed at the beginning of October in Stockholm’s underground. The installations were only present for two days. As many brands are now doing, Garbergs created a YouTube video of the campaign, documenting the ad and consumer’s interaction with it. As a result, the ad has a much longer life and is able to reach a larger audience. The video immediately went viral, and after 3 weeks has over 2,100,000 views.
The campaign received mixed reviews, with some deeming it “very powerful” and others finding it to “too sad and something they wouldn’t want to be exposed to at the train station.” You can read more responses to the campaign here.
There’s no doubt that the campaign addresses a serious and dismal issue and prompts feelings of sympathy and sadness. It is the interactive, tasteful and beautiful delivery of its message that makes the campaign so moving and influential.
For those of you haven’t checked out my last post, don’t fear…you can look at it here. It focuses on the blend between traditional and digital marketing and is sure to open your eyes to the number of brands which promote their digital presence in-store. Go on and click it, you know you want to 😉
Now for this post, I’m focusing on the ‘freebies’ and ‘promotions’ which brands offer consumers through the internet. So, what exactly are these ‘freebies’ and ‘promotions’ that i speak of? Let me share two of my favourites:
The ‘check-in’ and receive a freebie offer
This technique is becoming increasingly popular among brands, particularly those in the food industry. The Malvern Vale Hotel is one example of a brand which is currently using this method. The ‘freebie’ offered by The Malvern Vale is known as “This rounds on the app.” Basically, to receive a free drink, you have to ‘check-in’ via their app. This app automatically links to your Facebook account and posts your ‘check-in’ onto your Facebook page. You then have to show the staff this ‘check-in’ to receive your free drink. This post becomes visible to all of your Facebook friends, allowing The Malvern Vale to reach a greater audience.
Essentially, the brand is promoting itself through its customers and we all know that when people hear of a brand through their friends rather than the brand itself, a greater level of interest is generated. It is assumed that the ‘check-ins’ will prompt people to think ‘If my friend likes the Malvern Vale, i would probably like it aswell. I should go there.’ This is priceless marketing for the Hotel.
Whilst it’s a great idea, does it actually work? After showing the staff your ‘check-in,’ would you actually keep it on your Facebook page?
I think Cher speaks for the majority of us…
That’s right, many of us would simply delete the ‘check-in’ after receiving that oh so satisfying free drink. Many of my friends do this and it’s definitely a loop hole which the Malvern Vale sadly has no control over. In saying that, not everyone deletes their ‘check-in.’ It’s easy to assume that most people would, but let’s try to gain a more accurate answer.
Please answer the survey below:
The Pickle Club
McDonalds created a promotional Facebook page called “The Pickle Club,” which offered added incentives to consumers. Here, consumers received daily codewords, which entitled them to special promotions. Some of these deals included a $2 McChicken with the codeword “My Favourite” and a 75c McFlurry’s with the codeword “Sweet As.” Click here to check out some of the other great deals offered by The Pickle Club.
I know what you’re all thinking…Ba da da da da i’m loving it.
Unfortunately, the Pickle Club is currently being re-evaluated and is consequently in-active. We can show our support for the club by posting on it’s Facebook wall. All we can do is hope that our User Generated Content is enough to revive it! I say McDonalds give the people what they want..The Pickle Club! Who’s with me? #bringbackdeliciousdeals
Have any of you used the Pickle Club or the ‘check-in’ promotion? Would love to hear your thoughts on their effectiveness!
Over the weekend i made a trip to Chadstone shopping centre. Of course, the main purpose for my visit was to buy some new clothes but with the thought of digital marketing engrained in my mind i couldn’t help but notice the many references to the digital world.
So, as any digital marketing student would do, i decided to take some photos, to share these examples with you all. Before you ask, yes, this was embarrassing and yes, people were staring.
The most common form of digital marketing among all brands was their promotion of websites and social media platforms.
Some brands only promoted their website:
Majority of the brands displayed social media icons:
Some encouraged consumers to interact with the brand’s social media:
Others promoted their personalised apps:
….and others promoted the presence of wifi:
So, which of these are the most effective?
For promotions to be effective they must engage consumers and appeal to their needs. From the above examples, it is those which promote the presence of wifi, their personalised app and encourage consumers to interact with the brand’s social media which are most likely to be successful.
Why are these the most effective?
1. Providing the incentive of wifi
As Brian Santo rightly stated:
“People want wifi connectivity everywhere, not just in the home.”
I recently experienced the convenience of this whilst travelling in Asia. My friends and i desperately needed to access the internet to organise accommodation and contact friends. As soon as we sighted the golden arches we all breathed a sigh of relief. But there was a catch..to actually access their wifi we needed the code, and to receive the code we needed to make a purchase. Consequently, we decided to have lunch there and ended up buying quite a bit of food. So all in all, the provision of wifi benefited both us and McDonalds!
As seen above, Chadstone promotes and provides free wifi throughout the entire shopping centre. This provides consumers with a great incentive to visit the centre for both shopping and socialising purposes and encourages positive connotations with the Chadstone brand.
2. Promoting personalised apps
Around 1 in every 5 people own a smartphone, thus its important for brands to be accessible through this device. As seen above, Boost has recently introduced an app and are heavily promoting it in-store. In fact, their promotional posters are what introduced me to the app, whilst waiting in line for a boost last month. Since then, i have chosen to purchase my boosts via the app, as its provides an easier and more efficient experience.
This app offers a range of benefits to consumers, allowing them to order a boost from any location, pay by card, skip the dreaded ‘boost line’ and keep track of current offers and their membership points. The app also provides various benefits to Boost. By allowing Boost to communicate its offers to users, the app is likely to lead to increased sales. Additionally, the app allows members to keep track of their points and this encourages consumer loyalty.
3. Encouraging consumers to interact with the brand’s social media
As seen in the images above, both Kikki K and Zambrero are utilising this method in-store. Kikki K is encouraging consumers to hashtag ‘#cutediarymoments’ and ‘#cutediary’ @KikkiK_Loves. This appeals to consumers as it allows them to feel a sense of community and connect with others who love the brand. In turn, this provides Kikki K with free advertising and allows them to reach a wider audience.
In contrast, Zambrero is encouraging consumers to ‘like’ their Facebook page for the chance to win Zambrero giveaways. This is an extremely effective way for Zambrero to increase its Facebook following, as it requires minimal effort from the consumer but provides them with great potential gain. In fact, In 2014, 29% of the Australian public follow particular brands on social media to access offers and promotions. Whilst Zambrero will still need to cover the costs of their giveaways, the promotion will be beneficial in the long-term, as they will be able to reach a larger audience and increase their level of brand awareness.
Does anyone have any other examples of how bands are promoting their digital presence in-store? What are your thoughts on the examples i have provided?
Reference List
(1) Brian Santo quote sourced from http://wificonnecticut.wordpress.com/2013/01/14/just-how-important-is-wi-fi/
(2) Statistics on wifi sourced from http://www.itproportal.com/2013/12/16/5-ways-free-customer-wi-fi-can-boost-your-business/
There’s no doubt that the introduction of smartphones has had a monumental effect on consumer’s daily lives. They allow us to connect with people anywhere and anytime, access a world of information at our fingertips and provide us with a source of entertainment….but what happens when they become more of a hazard than a help?
It seems that these days, consumers have become far too reliant on their smartphones and in turn, have become susceptible to their distractive nature. Even though consumers know they shouldn’t, many cannot abstain from their mobiles when completing homework, are in class or even driving.
Whilst using mobile phones in all of these instances can have detrimental effects, the concept of texting and driving is by far the most dangerous. Although many drivers know the risks associated with using phones whilst driving, there are still a number who believe that they can ‘get away with it’ or that ‘checking one text won’t harm them’. Unfortunately, it is this ignorance which leads to a great deal of car crashes each year.
Whilst researching the impact that mobiles can have on driver’s behaviour i came across a recent study which found that:
Texting while driving makes a driver 23x more likely to crash.
Talking on a cell phone while driving can make a young driver’s reaction time as slow as that of a 70 year old.
Answering a text takes away your attention for about five seconds. That is enough time to travel the length of a football field.
Texting while driving causes a 400% increase in time spent with eyes off the road.
Texting while driving kills 11 teens each day.
You can find more of these shocking stats byclicking here. I suggest you take a look, it’s certainly an insightful read.
So as you can see mobiles and driving certainly don’t go well together. VW felt the need to reiterate this notion to the public, and decided to create a ‘Safe Driving’ campaign.
For this campaign VW implemented various strategies – some which were digital and some traditional. Whilst this blog post will predominantly focus on their digital strategies, the posters which they displayed in Cape Town were bold and courageous and shouldn’t be disregarded. In saying that, I strongly recommend you check them out here. Below is a quick sneak peak of their creativity:
Now back to the digital marketing aspect of this campaign….To further address the issue of texting and driving, Volkswagen created a strategy known as “Eyes on the Road.” This can be seen in the video below:
The strategy was greatly received by consumers, praising its “very clever and thought provoking” nature and insisting that it’s “a must watch”. More thoughts and comments from the public can be found here.
Upon reflection, i believe that there were 3 great components to this strategy which made it so powerful:
1. The consumers were unsuspecting-The people in the video were just everyday people, like you and me, who were going to the cinema to watch a movie. Consequently, VW was able to capture the raw wave of surprise which overcame the audience in response to the car crash. This heightened the overall ‘shock’ factor.
2. The use of technology to include consumers in the experience-The use of a location-based broadcaster allowed VW to send a text to all consumers in that cinema. Instinctively, these consumers all reached for their phones to read the message only to find that they were in fact a part of the advertisement themselves. For those who experienced the ad first-hand, the interactive element allowed them to experience the car crash whilst making them feel a sense of responsibility for the outcome. For the rest of us that simply saw the video online, it still had a powerful impact on our behaviour. It encouraged us to think and to regain an appropriate perspective on what’s more important; Reading a text? Or your life?
3. Using YouTube to promote the campaign- By documenting the strategy and posting it to YouTube, VW’s message to ‘Keep your eyes on the road’ was able to reach a much larger audience. The campaign has experienced great success. 4 days after the video was posted on YouTube on the 6/6/14 it had already acquired more than 5.4 million views. Since then, these views have continued to grow with a current total of 28,998,812. Additionally, links to the video are being shared at an astounding rate through social media platforms such as Twitter and Facebook and the campaign has sparked great interest from media outlets.
Another strategy which VW implemented as part of their ‘Safe Driving’ campaign was “A Crash Course to Shine,” which focused on the dangers of applying make-up whilst driving. For this campaign, Volkswagen teamed up with YouTube celebrity Nikki. Nikki is renowned for her makeup tutorials on YouTube and has a large following of 588,747 subscribers. Take a look at VW’s “A Crash Course to Shine” in the video below:
Through utilising Nikki, VW were able to ensure they were targeting a relevant audience. Ultimately, all of Nikki’s followers take a great interest in make-up and are therefore more likely to apply make-up whilst driving. Again, what i like most about this video is its unsuspecting nature (it appears this was a common theme through VW’s campaign). Everything seems so normal at the beginning, that regular visitors wouldn’t suspect a thing. As a result of this, the ‘crash scene’ has a greater impact and level of intensity, making viewers think twice about the potential dangers of applying make-up whilst driving.
Additionally, it is appropriate to assume that the people who follow Nikki have formed a liking towards her. Thus, when they witness Nikki, someone they share a more personal relationship with, in the ‘crash scene,’ it’s likely to spark a greater level of concern. Overall, the video has gained a substantial 1,638,675 views since being uploaded to YouTube on 5/4/12.
I know what you must be thinking, how does this benefit VW when they’re not even selling anything?
At no point throughout this campaign are any safety related features of Volkswagen vehicles mentioned. In fact all that links VW to this campaign is its trademarked font, and their iconic brand logo. Indeed, this is a smart move by Volkswagen.The campaign doesn’t try to prove that VW is better than competitors, it simply communicates to society that they care about drivers and crash prevention. As a result, a link between safety and VW is strongly formed in consumers minds and this is likely to have positive repercussions for the brand in the future.
Do you feel that VW’s campaign was effective in communicating its message? How does the campaign alter your view of VW as a brand?
Reference List
(1) Statistics on mobiles and driving sourced from https://www.edgarsnyder.com/car-accident/cause-of-accident/cell-phone/cell-phone-statistics.html
(2) Volkswagen’s print ads sourced from http://www.brandingmagazine.com/2013/07/04/texting-while-driving-volkswagen/
(3) “Eyes On The Road” video sourced from YouTube at https://www.youtube.com/watch?v=O7Nh7IAIOVA
(4) Public response to “Eyes On The Road” video sourced from https://www.youtube.com/all_comments?v=JHixeIr_6BM
(5) “A Crash Course to Shine” video sourced from YouTube at https://www.youtube.com/watch?v=wMFqSjjnte0
We’ve all been in the situation where we’ve tried to load a webpage on our phones, only to find that the page looks something like this..
Yep, that’s right, an uninviting, uncooperative and unoptimised mobile webpage.
Despite the negativity and disappointment which surrounds this lack of optimisation, it appears that some brands still aren’t willing to invest in improving their mobile websites.
According to the following trends, mobile optimisation is definitely a worthwhile investment for brands:
The rate of people accessing the internet via their mobiles is growing and will continue to grow at a steady pace. In fact, currently 15% of total Internet usage in Australia, is accessed solely through smartphones.
Global trends suggest that people are buying fewer desktop computers and buying more smartphones and tablets.
More than 1/2 of all smartphone owners in Australia use their mobiles to search and visit business websites.
Whilst some brands may be aware of these trends, it seems that some are still unable to understand the abundance of benefits that a mobile optimised website can bring.
So this begs the question, how can a mobile optimised website actually benefit a brand?
1. Increase Consumer Loyalty-Having a page which is easier to navigate and use makes consumers interaction with your brand more enjoyable. Consequently, consumers are more likely to re-visit your brand’s mobile site when enquiring about a product and eliminates the need for them to switch to a competing brand to experience a more ‘mobile-friendly’ page.
2. Strengthen/Create a Positive Brand Image-If your website is easy to use via mobile, consumers automatically generate positive connotations with your brand. When your brand offers a mobile optimised website it suggests to consumers that your brand is at the forefront of technology. It also shows consumers that your brand acknowledges their needs and requirements and cares about meeting them. This makes them feel appreciated and considered.
3. Increase Customer Purchases- The current consumer is constantly on the move and places a great emphasis on convenience. In saying that, they expect to be able to access everything through their smartphones. If your site is easy to use via mobile phone it makes your brand much more accessible to consumers, allowing them to purchase your product from any location and at any time.
Do you agree that mobile optimised sites increase your interaction with a brand?
Have you ever bought a product from a brand purely because they had a more ‘mobile-friendly’ site than their competitor?
In recent years the use of QR codes seems to be less prevalent as marketers have come to realise that a considerable amount of consumers don’t actually tend to scan them. However, this doesn’t mean that QR codes are useless, it simply suggests that these marketers haven’t yet utilized their full potential.
The following are 6 suggestions on how marketers can use QR codes effectively…
1. Tell consumers what the code will do – To motivate consumers to scan the code, brands have to tell them what they will receive from scanning it. For example, including the heading “scan here for free coupons” or “scan here to uncover the missing image.”
2. Encourage consumers to actively scan the code- This is crucial. The link must provide a significant level of added value to the consumer’s experience. For example, a link to a $10 voucher is more likely to entice consumers than a link to a brand’s website.
3. Make QR codes mobile friendly- Considering that QR codes are innately a mobile experience, it is important that the content which results from a code is mobile optimized. If this is not done correctly, consumers won’t even bother to read the content and it has the potential to lower a consumer’s opinion of a brand.
4. The size of your QR code is important-The smallest recommended size of a QR code is 1 inch x 1 inch. Whilst this is the minimum requirement, bigger codes are encouraged. The bigger the code is, the easier it is for consumers to notice and scan it.
5. Location, Location, Location-Marketers must consider where the QR code will be placed and need to think realistically when doing this. For example, placing a QR code on the side of a moving bus doesn’t give consumers many (if any) opportunities to scan the code.
6. Keep track- Once implementing QR codes, marketers must make the effort to understand how consumers are interacting with them. This can be done through Google Analytics, which allow brands to track the consumers who have scanned their QR code. Brands can then use this data to improve future campaigns and maximize the benefits of their QR code strategy.
I highly recommend you scan the following QR code. It contains something that you are all sure to enjoy!
P.S. While you’re at it, why not scan the one at the top of the page aswell 😉
Does anyone have any GREAT or TERRIBLE examples of QR codes that they’ve seen? Would love to hear about them!
Hey fellow bloggers, for those of you who haven’t seen my last post, it focuses on an artist, Shawn Mendes, who has risen to fame through the use of Vine. I suggest you click here to take a look!
Now for today’s post, i would love to share my Instructional Video with you all. The brand which i focused on for this task was Hoyts.
So how does Hoyts use social media marketing to add customer value?
The following video will explain it all. In saying that…
Sit Back…Relax…and Enjoy the movie….
When conducting research for the video, the statistic which i found most surprising was that 86% of the time people spend on IOS and android devices is spent on apps and only 14% is spent on web browser. This really proved to me the growing power of the app.
I was also surprised to find that Village cinemas, Hoyts main competitor, don’t have their own app. This is such a lost opportunity for Village. It is essential that they embrace this digital marketing platform in order to remain current, competitive and to meet the level of value that Hoyts is providing to its customers.
Out of the many features which the Hoyts app offers, the two which i feel add the most value are:
Being able to select your 3 favourite locations-This makes the process of viewing session times and purchasing tickets at your closest cinemas SO much simpler and quicker.
Eliminating the need to line up in a queue to purchase tickets-The first benefit of this is that you don’t need to stand in a line for what feel like an eternity and the second benefit, is that you don’t run the risk of missing the start of the movie.
Now it’s time to hear your thoughts on the Hoyts App!!!
If you do use the Hoyts app, what’s the feature that provides you with the most value?
If you haven’t used the Hoyts app, what’s the feature that you feel would provide you with the most value after watching the Instructional video?
Would love to hear your thoughts, thank you!
Earlier in the week, i found myself watching the Ellen Degeneres show. Whilst i normally switch off uni-mode and enter relax-mode when watching TV, i couldn’t help but think about Digital Marketing when Ellen introduced her guest Shawn Mendes.
Let me give you a debrief on Shawn Mendes and how he came to fame…
It’s all thanks to Vine.
Shawn Mendes is a 16 year old singer from Canada. His journey began in 2013 when he started sharing 6 second videos of himself singing renditions of many popular songs. Within months he had gained millions of views and followers. Now for those of you who aren’t aware of what Vine is, it’s a video sharing service which allows users to record and edit six-second long looping video clips and share them with the public.
Using Vine, Shawn Mendes was able to market himself and his voice to the world. It was through this marketing platform than Mendes was discovered online by Andrew Gertler, an artist manager, in January 2014. From there, Mendes signed onto Island Records, and released his first single “Life Of The Party” in June 2014.
Since releasing his debut single, Mendes has achieved A LOT, in such a short period of time:
1. He has become the youngest artist to have their debut single in the top 25 of the Billboard Hot 100.
2. He has performed on The Ellen Degeneres Show.
3. He has 3.2 million followers on Vine.
4. He has over 2 million followers on Instagram.
5. He has received over 6 million views on YouTube for his debut single “Life of the Party.”
The success which Mendes has received in such a short period, is greatly due to the fan-base he built using Vine. Not only did Vine help Mendes to reach a large audience but it also allowed him to build a personal relationship with this audience.
By using this app to promote himself, consumers were able to see Mendes before fame, in his natural environment. Consequently, these consumers now view Mendes as a relatable, everyday guy and in a way, feel that they were a part of his discovery. It is these feelings which create a strong emotional bond between Mendes and his consumers and this is a crucial component to the success of any artist. Ultimately, this ‘lovemark,’ will serve Mendes well in the future, providing him with a supportive, loyal and long-lasting fan-base.
Now, I bet you’re all wanting to hear this amazing voice that i’ve been rambling on about, so the following are some of Mendes’ Vines (pre-fame) and his performance of his debut single “Life of the Party” on the Ellen Degeneres Show….ENJOY!!
Can you think of any other benefits of using Vine as a marketing tool other than being able to reach a wide audience and create a personal connection? Would love to hear your thoughts!
Reference List
(1) Information regarding Shawn Mendes career sourced from http://en.wikipedia.org/wiki/Shawn_Mendes
(2) Video of Shawn Mendes Vine compilation sourced from YouTube at https://www.youtube.com/watch?v=-6zMP0uzAJM
(3) Video of Shawn Mendes performing on The Ellen Degeneres Show sourced from YouTube at https://www.youtube.com/watch?v=XC2MG7FjArY
I’ve got something so original to show you, that it will leave you feeling like this guy…
Coca-Cola is renowned for its marketing creativity, particularly its marketing campaigns involving vending machines. In the past they’ve introduced many different vending machines, some of which would only dispense Coca-Cola if you danced or gave the machine a hug. Well, Coca-Cola’s innovative streak has continued with the introduction of their latest concept.
To celebrate Valentine’s Day this year, Coca-Cola created a vending machine which only appeared when couples walked past it. The machine was disguised behind a screen which blended in with a wall. This ensured that the machine remained “invisible” to people walking past by themselves. However, when couples walked past, the machine revealed itself with a colourful light display. It then asked for each of their names before dispensing chilled and personalized cans of Coca-Cola.
Here’s a video of the Invisible Vending Machine in action:
As you can see, Coca-Cola have used digital signage technology with a fun and innovative flair and the outcome is brilliant! By allowing only couples to interact with the machine, Coca-Cola’s intention is to embrace the love and happiness that couples share on Valentine’s Day.
But what about the single people? I mean some people find it hard enough being single on Valentine’s Day and when Coca-Cola excludes them from its exciting campaign it surely doesn’t help. Perhaps Coca-Cola should have done the opposite; provide single people with the joyful and entertaining experience and hiding the vending machine from couples? Ultimately, the brand is all about spreading happiness, and perhaps the single people were the ones that were most in need of happiness that day?
All critical thoughts aside, the main aspects of this concept which make it so great are:
–Its vocal interaction-Whilst all vending machines involve an interactive touch element, Coca-Cola’s vending machine involves vocal interaction, where consumers speak to the machine and tell it their names.
–Its digital and unexpected nature-All existing vending machines are in 3D form and visible to all consumers. However, Coca-Cola’s vending machine is a 2D image digitalised onto a screen. Because of this, it enables Coca-Cola to control when the vending machine becomes visible to consumers. Of course, when the machine mysteriously appears in front of passing couples, they are immediately mesmerised and fascinated by it.
–Its personalisation-By providing couples with a Coca-Cola can which has their name on it, the experience becomes more relevant and personalised. In turn, making it more special and memorable.
It Appealed To All Ages-As seen in the video, people of all ages were enjoying Toyota’s experience. The cars personalities were cute, funny and likeable and weren’t offensive or inappropriate for any age group.
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