Walkers’ twitter-activated vending machine
Walkers got people talking about its quirky new flavours by enclosing the much-loved Gary Lineker inside a Twitter-activated vending machine.
As part of its Do Us A Flavour campaign, the crisp purveyor transformed two bus shelters in London into interactive Twitter-activated vending machines.
Walkers’ long-term celebrity brand ambassador Gary Lineker was sat inside (on a box of Walkers crisps, no less) waiting to hand out bags of the six Do Us A Flavour finalists, which comprise Ranch Raccoon, Hotdog with Tomato Ketchup, Pulled Pork in a Sticky BBQ Sauce, Sizzling Steak Fajita, Cheesy Beans on Toast and Chip Shop Chicken Curry.
To get their hands on a bag of the new flavours, eager crisp lovers had to tweet a unique hashtag to the Walkers bus stop machine @Walkers_busstop letting Gary know they’d like to sample some of his crisps. Once tweeted, Gary would then drop them down the chute for them.
Walkers is also encouraging its fans to head to the website and vote for their favourite Do Us A Flavour finalist. This was a really neat way of building up chatter about the six new flavours, which are available to buy in stores nationwide.
Using social media posts as currency, whilst a neat idea, isn’t a new concept. Take a look at these great social media-fuelled campaigns:
And there have been plenty of experiential marketing activations at bus stops recently, but a stand out campaign for us is how Tanqueray transformed Malaga’s bus stops into cinemas for the Malaga Film Festival: read about it here.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.