Delite-o-matic
After the “Tweet for Tea” campaign we examined last week, today we analyze
one more vending machine related marketing campaign. This time the story is
about Fantastic Delites, a premium savoury boxed snack that was launched onto
the australian market a few years ago.
In 2012 Fantastic Delites decided to launch a campaign in order to increase
the brand’s awareness in Australia. They placed a custom-made vending machine
named Delite-o-matic in malls all around the country.
Delite-o-matic asked people to do random stuff and if they complied, they
were awarded with a free snack pack. Some challenges were easy, like the one
that required you to press a button 100 times, whereas some of them were silly,
like the one that asked you to dance like a robot. Generally it was a fun
experience for the participants.
Although sceptical at first, people soon started gathering around
Delite-o-matic and started participating in these challenges. As you can see in
the following video, the campaign drew a lot of attention. At times tens of
people were observing the participants.
As Creative
Guerilla Marketing points out, brands often make
a certain mistake. They think that people will do stuff for them only if their
product is very good. That’s not the case. Actually people will do anything for
your brand, as long as you give them a chance to have fun. That’s exactly what
Fantastic Delites did here. The video they shot has gathered over 2,8 million
views so far and draw the attention of many media companies around the globe,
such as CNN, ABC America and MSNBC.
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