South African soft drinks company, BOS Ice Tea have launched Bev the vending machine, that dispenses tea samples when users tweet specifically to @BOS using the hastag #BOSTWEET4T, in what is a new twist to the array of vending machine stunts we have seen recently. This campaign utilises the trend which we have seen as a successful way to distribute samples and generate buzz online, by uniquely directly incorporating a social network.
By specifically directing online conversations about the vending machine using the hashtag, the brand are ensuring the hype surrounding the stunt is pointed at them, which I am sure will generate masses of traffic, increased numbers of followers and customer engagement.
See Bev – or to use her technical name ‘Bevmax 4-45′ – in action in this YouTube video, where you can see her urging “Let’s get vending trending”.
It’s a simple but genius mechanism, users tweet using the hashtag, which is displayed on the machine with directions for use, Bev then displays your Twitter handle, announcing that she will be “ready for action in tea-minus ‘x’ number of seconds”. Generous and witty, isn’t she a lovely lady.
Bev will soon go on a tour around South Africa, to “interact physically with as many people as possible”, BOS co-founder Grant Rushmere told the BBC.”We use sampling extensively to promote our product. Our goal, while sampling, is to create fun, interactive and inspiring environments to do so.”
Involved agency: Cow Africa