Nowadays, companies are not satisfied with only one single marketing strategy or using only one medium. In the digital age, who will still pay attention to the billboard? People who are waiting buses? No, they will only listen to the music and look at their smart phones! People think that outdoor advertising is dying because no one would pay attention to a billboard anymore. Apparently, Walkers Crisps integrated its marketing strategies very well by turning the bus stop billboards into an interactive multimedia.
On the back of the Do Us A Flavour campaign, a national research in the United Kingdom was conducted to find a delicious new chip flavour with a one million British pounds prize. Walkers Crisps in London have just launched a series of interactive bus shelters, or more specifically, a Twitter Powered Vending Machines inside bus shelters. Walkers have installed these vending machines at three bus stops in London, featuring the six final flavours. By simply tweeting @Walkers-busstop, along with a code provided to them after they arrive, commuters are given a free packet of crisps by a virtual Gary Lineker, Walkers ambassador who is an English former footballer and current sports broadcaster. Each Tittwer activiated vending machine will give away 260 packets a day , with the machines topped up before 11:30 am and 5 pm each day.
Lee-Teng, marketing managing at Walkers, says: ” The Twitter vending machine is something completely new for Walkers and we are keen to make this real must see for the public. The Do Us A Flavour campaign has taken the nation by storm so we are delighted to offer the public the chance to try the new flavours though the first ever-interactive Twitter vending machine.”
Walkers Crisps creates this marketing idea with integrating many advertisements together, including a vending machine, billboard, Twitter, and the word-of mouth. This brand new way of promoting and marketing could be a good model for other food companies in the future. I mean, who doesn’t love free food..in a fun way?!
https://www.youtube.com/watch?v=jCEiGLPmjgQ
Here is the link of how people reacted as Gary Lineker surprised them with free packs of the 6 Do Us A Flavour finalists.
6 Responses to Tweet to Eat: Walkers Crisps Twitter Vending Machine