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Tweet to Eat: Twitter-Activated Vending Machines Are Here - MarketingTango
11/6/2014
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NOVEMBER 4, 2014
Tweet to Eat: TwitterActivated Vending Machines
Are Here
English snack-food Giant, Walkers, and its agencies Talon and Clear Channel, have
delivered a lip-smackingly delicious integrated campaign, which they’ve brilliantly dubbed
‘Tweet to Eat.’
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Common Challenge, Groundbreaking Solution
At its core, Tweet to Eat is a product awareness and sampling campaign. The twist is that
it’s built around the first-ever Twitter activated vending machines, installed at some of
London’s busiest public transit stops.
For engagement, a virtual likeness of product ambassador, English soccer legend Gary
Lineker, playfully interacts with passersby, encouraging them (via hand signals and small
signs) to request a free bag of crisps (potato chips, to us Yanks) using the Twitter handle
@Walkers_busstop. The virtual Gary then dispenses a free bag, which Tweeters gleefully
gobble up.
Tweet
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Gary’s interactive shtick changes periodically, prompting people to try as many of the six
available “test” flavors as possible. They are then asked to go online and vote for their
favorite. Walkers has pledged to put the public’s choice into mass production soon after the
promotion ends. Will it be Ranch Raccoon, Cheesy Beans on Toast or one of the others?
Only time will tell.
http://www.marketingtango.com/tweet-eat-twitter-activated-vending-machines/
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Tweet to Eat: Twitter-Activated Vending Machines Are Here - MarketingTango
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Signage
Meanwhile, there are several tasty takeaways for resourceful small business marketers.
Social Media
Campaign Elements
Video
Walker and its agencies developed an arguably predictable but creatively executed blend of
new and traditional media to engage its audience, relying heavily on social and word of
mouth marketing. Key campaign elements include:
Twitter – including highly produced, animated Vine videos and Vine video
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Radio – which helped promote the campaign and keep it top of mind
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A YouTube channel – which is currently nearing one million hits
Product-driven campaign site – where here here consumers vote for their favorite
flavors (in exchange for email and Facebook info)
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One Seamless User Experience
Because of its historic use of Twitter powered vending machines, the campaign also
garnered untold millions worth of free publicity and media coverage.
New Virgin America Campaign Takes
Integrated Marketing to New Heights
Insights You Can Apply
Strive to be truly creative. Ad-weary consumers accept that they will be marketed
to. But they are almost always game for marketing that’s original, fresh and fun. A
virtual celebrity dispensing goodies on-demand? Not something you see every day.
Try to be first at something. You don’t have to have a huge budget or legendary
spokesperson to beat competitors to the punch. Challenge your team to identify
some possible ‘firsts’ for your company. Ideas could be related to products or
services or a first-time foray into charitable marketing or events. See our Lipton Tea
post for another marketing ‘first’ built around floating vending machines.
Invite customer input. Want to know what consumers want? Just ask. Through
Twitter, online voting and other channels, Walkers was able to hedge its bet by
learning which products would likely sell and which wouldn’t. Brand bonus: imagine
how people might feel about personally influencing the creation of a new product–or
better yet, about the company that actually listened to them.
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