Today, consumers have more ways than ever to avoid traditional communication tactics leaving brands fighting harder to make an impression. As a result, out-of-home advertising has gained popularity due to its unavoidable nature. You can change your TV and radio channels, but not the signs you stare at waiting for the bus. From those buses to street benches and gas pumps, advertisements are popping up everywhere and on anything. As technology continues to advance, the capabilities of outdoor advertising must evolve with it. One unique example of how technology has helped create a more dynamic consumer experience can be seen through the evolution of vending machines. Vending machines as we know them are starting to be replaced with interactive Diji-Touch machines, which feature unavoidable advertisements that are sure to catch the consumer’s attention.
Coca-Cola was the first brand to successfully utilize interactive vending machines during the 2008 Beijing Olympics. The beverage giant partnered with Samsung and Sapient to launch a campaign so successful that it took home the Gold Lion in the Point of Sale category at the 2009 Cannes Lions International Advertising Festival. Since then, interactive vending machines have started to pop up all around the globe.
Kraft, recognizing Coca-Cola’s successes, wanted to test market this new technology for a number of their snack food brands. Partnering with Samsung and Crane Merchandising Systems, Kraft has become the first ever food-product manufacturer to deploy these new interactive touch-screen vending machines. Kraft has strategically placed these vending machines in high traffic locations like colleges/universities, healthcare facilities and transportation hubs throughout the Boston area.
The new interactive vending machines are capable of:
- 1. Displaying animated videos, interactive advertising and targeted promos
- Banner ads scroll across the top of the screen and when not in use, full screen ads are displayed
- 2. Displaying 360 degree views of items
- Ingredients and nutritional information are now visible to consumers, which could influence purchase decisions
- 3. Completing multiple purchases at one time
- 4. Processing payments by cash or credit card
- 5. Recording all transactions
- Manages inventory and tracks consumer purchase behavior
- 6. Bluetooth compatibility, which sends coupons to targeted consumers via mobile phones
This presents a unique opportunity for advertisers in the food and beverage industries as some of these new features are sure to influence consumers’ buying decisions. Since, vending machine purchases are usually “impulse buys,” the unavoidable advertisements flashing on the machines in addition to the discount text messages sent to those walking near the machines will be the driving factors behind increased interactive vending machine sales.
What do you think about these new and improved vending machines? Do you think these “in-your-face” advertisements, ingredients and nutritional information will influence your purchase decisions?
Main Sources: Mediapost.com, Marketingvox.com
