There has been a lot of talk about Pepsi’s use of social media, with millions of Facebook fans and Twitter followers generated out of big budget campaigns. But this is just a little bit different, introducing the new Pepsi Social Vending Maching.
This video shows the full capabilities of the digitally-connected touch-screen social vending machine, which includes letting users send free drinks to their friends by entering your friend’s name, mobile number and personalised text message with a code redeemable at any PepsiCo vending machine. Consumers can also personalise the message with a short video recorded by the machine which is kinda cool, but seems pointless?
This is a nice concept but it seems to be lacking “real” social integration. The involvement required here for a consumer to gift or receive a free drink is quite high and it feels like the potential to spread this message via social networks is currently non-existent, with a PepsiCo rep saying that Facebook or other social integration “are Phase 2 — being explored as it evolves.”, but surely for a social vending machine that would be stage one?
I’m keen to see where they’ll take this, but importantly, what do you think it?