Not sure if this is Pepsi’s response to the Coke initiative featured earlier in this blog. What it is, is both another example of brands embarking on small initiatives as a part of shaping brand (lots of small ideas that reflect the big idea of Refresh) and something that reflects the growing momentum behind the ‘Good’ agenda (see Umair Haque’s blog post & video)
PepsiCo have unveiled a social vending machine that features digital / social vending technology that will enable consumers to better connect with Pepsi brands at the point of purchase.The Pepsi social vending system enables any user to send a gift to a friend by selecting a drink and entering the recipient’s name, mobile number and a personalized text message. Gifts can be further personalised with a short video recorded right at the machine and the gift is delivered with a system code and instructions to redeem it at any Pepsi social vending machine. When the recipient redeems their gift, they’re given the option of either thanking the original sender with a gift of their own or forwarding it to another friend.
The Pepsi social vending machine also has an innovative feature that enables “Random Acts of Refreshment” – the ability to buy a drink for a complete stranger through any other Social Vending system!
The prototype of the Pepsi social vending machine will be shown at the National Automatic Merchandising Association’s One Show in Chicago between April 27-29 2011. Another interesting example about how digital / social is weaving its way into society and enhancing every day products.