Facebook vending machine? Say whaaaaat? It’s not a joke. Pepsi invented a vending machine that doesn’t accept money, but Facebook ‘likes’. The cola wars between Coca Cola & Pepsi has been going on for quite some time and Pepsi is always pushed to come up with creative ideas to promote their brand. Thus, their marketing team, TWBA in Belgium, has created The Pepsi Like Machine.
One of my e-marketing tasks was to create an instructional video on how companies use social media to create value for their brand. In this video, you can see how the The Pepsi Like machine works from 3:00 onwards.
This vending machine trades Pepsi samples for consumers’ Facebook information. How awesome is that? Free Pepsi for just a Facebook ‘like’. Here’s how it works: If you have a smartphone, just simply stand by the machine and ‘Like’ the Facebook page, and a free Pepsi will pop out. Those without smartphones can use the touchscreen on the machine and log into Facebook to get the free pepsi. While consumers are happy to get the free drink, what does Pepsi stand to gain?
Traditionally, samples were given out on the streets but let’s be honest, chances of consumers converting into customers are often quite slim. However, with this new way of sampling through The Pepsi Like Machine, it makes a world of difference. Through the Facebook page, they are able to track who these samples were given to. Facebook is an excellent tool to retrieve more personal information about their consumers. From demographic details like gender and age to geographic details, Pepsi can customise their ad campaigns and internet content according to these information. This opens up more marketing possibilities for Pepsi and gives them more opportunities to build relationships with customers through Facebook.
Pepsi has always been aggressive with their social media marketing efforts. They combine real life with digital realm to keep users engaged and this approach gives them the opportunity to influence customers’ opinions. The internet provides Pepsi direct communication with customers, something that other forms of channel such as TV, radio & print simply cannot do. In a 2011 Nielsen survey, results shows that consumers are 55% more likely to recall ads that include social-media components than non-social ads.
It’s no wonder that Pepsi is going to such great extent to promote their brand. Nothing ever comes free in this world. Most consumers are unaware that by ‘liking’ Pepsi’s Facebook page, they are actually exposing their personal information to Pepsi. What about you? Would you trade ‘likes’ for a can of free Pepsi? Leave a comment!