Drench has devised a concept where their vending machines give you a drink in exchange for a game; an innovative idea that works really well as it links the brand with the user's alertness. The Drench vending machine is a first of its kind and was available in the UK from August through to Sept. Thirsty users will have to use their brain in order to be rewarded with a drink. Forty games have been devised where players interact via. a touch screen, to challenge users’ mental agility. A nice idea is that those who are unable to access a machine can play online at http://www.4pockets.com/drench/. The concept successfully proves a brand benefit; that users perform better when hydrated. Due to the fun concept and addictive games the machines ensure consumers are engaged.
It occurs to me that this is not the first time a brand has used vending machines with an unexpected twist. Another good example is Smart’s vending installation which contained a full-sized car.
Unfortunately, the machine only dispensed promotional material. I think a nice angle would have been if it dispensed a key ring model of the car or, alternatively, if a user correctly guessed a unique code, they win the car. There are some further unusual examples of vending machines, which can be found here http://bit.ly/bLEUA4. Vending machines can sell unexpected products such as; jeans, wine, board games, books and Nike soccer balls. I think Drench and Smart have proved how successful such a marketing method can be. These innovative machines create brand awareness and are a great way for consumers to interact with a brand whilst retaining a memorable experience.
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