Scream-activated experiential vending machine
We all need to let off a bit of steam every once in a while. Whether it’s the stress of work, family or that frustrating commute, it’s good to let it all out now and again.
Sometimes the only way you can truly vent your frustrations and release a bit of that tension is through a loud, satisfying scream. That was the sentiment behind Farnham Ale & Lager’s recent experiential campaign, which encouraged people in Quebec to do just that in unusual fashion.
To promote its range of bitter beers, the brand installed a very unique vending machine at last year’s Quebec Beer Festival.
Packed full of Farnham beers, this vending machine accepted only one type of payment: screams. Preferably very loud ones.
A sign on the front of the pop-up encouraged people to vent their frustrations, with the promise that their ‘bitterness would be replaced with good’.
Standing in front of the machine, consumers screamed and shouted as loudly as they could into a hole on the vending machine. A sensor then registered their screams and offered up a reward: a refreshing can of Farnham beer.
The sensor did more than just register the scream, however. It also measured its loudness and dispensed beers of varying degrees of ‘bitterness‘ to mirror the results. So, the louder the scream, the more bitter the beer received back in return.
Unsurprisingly, the stunt attracted a lot of attention as passers-by were drawn to the sounds of screaming that was projected across the festival.
Take a look for yourself:
Experiential vending machines can offer a great platform for brands to create an interactive brand experience. Similar stunts from big names such as Nike, Milka and Coca-Cola have all used quirky vending machines to great effect.
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.