Dispensing Brands One “Coin” at a Time…

Picture this. It’s Valentine’s Day 2014 and you are walking down a street with your sweetie. Suddenly…

As part of their ongoing global Open Happiness campaign, Coca~Cola installed a vending machine in Turkey to encourage couples to #shareacoke on one of the most romantic day of the year. This machine is one the latest Happiness Machines that beverage brand {which is currently ranked 3rd as one the most recognized brand globally (Interbrand, 2013)} has installed in various markets to continue to spread its simple message that opening a can of Coke can release a sense of happiness (Brooks, 2014).

Brands are starting to explore vending machines as part of their integrated marketing communications efforts. Globally, the beverage giant Coca~Cola not only utilizes them to conveniently dispense its products but their Happiness Machines also reinforce and maintain brand/product recognition. In the latest out-of-home advertisement innovation, vending machines are establishing a new trend in cultivating brand awareness and increased revenue generation.

At the recent 11th annual Digital Signage Expo, the exploratorium on digital vending machines was at forefront of the convention. The new wave of machines also concentrated on enhancing consumer experiences (Martin, 2014). Featured at this year’s event was global coffee brand, Costa Coffee, who presented coffee machines with interface options such as touch screens, mobile payments, and NFC- near field communications. Near field communications allows a consumer to purchase goods with their mobile device by a mere tap (Strickland, 2013). All this functionality allows vending machines to capture consumer demographics which can provide a brand with vital consumer information.

In addition to creating consumer brand experiences, these new vending machine also serves as adverting platform for brands that are common to vending. Another expo highlight was Mondelez International’s Diji-Touch vending machine. Becoming a leader in vending machine innovation and technology, their machines displays fantastic digital ads; product nutritional value; has analytical software that will allow for real time inventory controls and even thanks the consumer for their purchase (Martin, 2014). The machines also act as a virtual store shelf. The consumer can select a product featured in the machine and get a 360 degree view. Since Mondelez dispenses multiple brands, the digital space that is featured on the machines can be used to generate brand awareness – regardless of the machine’s product inventory.

So the next time you are grabbing a quick snack, you may get a lot more than just a bag of chips…you may also get a personalized Coke and a smile. As a Pepsi girl, I totally would LOVE to have my name on a Coke can!

Thank you!

References

Brooks, R. (February 18, 2014). Invisible vending machines surprised lovers on Valentine’s day. Retrieved from http://www.psfk.com/2014/02/coca-cola-couples-vending-machine.html#!wK8ft

Maras, E. (February 1, 2012). Mobile payment revolution begins. Vending Marketwatch.com. Retrieved from http://www.vendingmarketwatch.com/article/10614061/mobile-payment-revolution-begins

Martin, C. (February 18, 2014). Vending machines go digital, mobile payments included. Media Post. Retrieved from http://www.mediapost.com/publications/article/219735/vending-machines-go-digital-mobile-payments-inclu.html?edition=70001

Martin, C. (February 13, 2014). Mobile shoppers to face more interactive screens in stores. Media Post. Retrieved from http://www.mediapost.com/publications/article/219467/mobile-shoppers-to-face-more-interactive-screens-i.html

Stickland, K. (March 25, 2013). Coca-Cola to increase use of mobile phones for payments and rewards at vending machines. NFC Times. Retrieved from http://nfctimes.com/news/coca-cola-seeks-increase-mobile-payments-and-rewards-vending-machines

Best Global Brands 2013. Retrieved on February 21, 2014 from http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013.aspx