emerged media

highlighting the best digital advertising campaigns, interactive marketing trends, technological innovation, and anything else that inspires creative thought, pushes the interactive medium, and creates a conversation. by brian o'shea

pepsi’s “social vending” machine

last week pepsi introduced a new social vending machine system, a networked unit with full touch screen interactive technology.  the system enables users to gift a friend by selecting a beverage, entering the recipients name, mobile number, and personalized text message notifying them of the gift.  there is also an option to send a personalized video greeting recorded at the machine.  the gift is delivered with a system code that is then used for redemption.  facebook integration is also currently in development for the next phase of their rollout.

aside from the sharing and pay-it-forward social components, the machine also uses telemetry to gauge it’s inventory levels and delivery scheduling with distribution centers.  overall, it’s a pretty interesting use of emerging technologies that creates a new way for consumers to engage with brands.  however, there is some room for improvement.  i offer some suggestions below on how i would improve and extend the initiative to reach more consumers, increase sales volume, create brand ambassadors, and reward consumers for their repeat consumption.

  • mobile app - what seems to be missing in this initiative is a mobile application tied to the platform that allows users to send and gift beverages from their mobile devices that can be redeemed at the machine. this is pretty easy to develop, promote, and it’s a natural extension to the program.  
  • in-store redemption - the machine should also have the ability to send a unique identifier code or a mobile coupon to a friend’s phone when gifting.  this enables consumers who don’t have a vending machine in their locale to redeem the gift at participating grocery or convenient stores in their area.
  • vending machine locator - this could be an additional component to a “refresh everything” mobile app that directs consumers to vending machines in their area to redeem their gifts.  
  • incentives and rewards - starbucks does an amazing job with their rewards program and pepsi would be smart to steal a page from their playbook.  pepsi is already capturing data about their consumers via their networked machine, why not mine and utilize that data to reward consumers for their repeat purchases.  there is also a great opportunity here to tie-in foursqaure or facebook to reward consumers for their “check-ins” if they choose not to purchase.  

i am really impressed with this initiative and pepsi’s continued commitment to category innovation.  i think that there is a good amount of social currency in this initiative and I am really looking forward to watching this program evolve further.  

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