Joss Davidge, Business Director of brand experience agency BEcause, continues his weekly quest for great ideas that get people talking. This week he looks at how Toyota and drinks brand BOS encouraged online participation for offline rewards.
BOS Iced Tea – Tweet Activated Vending
BOS Iced Tea has been calling on people to “get vending trending” with a specially-designed vending machine that responds to tweets. When thirsty passers-by tweeted using the hashtag #Bostweet4t the device came to life and dispensed a sample bottle of BOS in a fairly over the top, flashing light whir of activity. After an initial promotional period, the brand is apparently contemplating linking the machine with a social payment service such as “Chirpify” in order to spread the word and still receive money for the product.
Toyota Etios – Tweets for Sweets
In line with its “Here to Make You Smile” campaign to promote the Etios, Toyota created this installation that rewarded consumers for tweeting. Toyota set up an overly complex, Rube Goldberg style system that dispensed a sweet to passers by who tweeted about what makes them smile with the hashtag #etiossmiles. There are some great reactions on this video.
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