The snack food brand Fantastic Delites wanted to test just how far consumers were willing to go to get a free package of Delites, so it set up the Delite-O-Matic in a busy city street in Australia to find out.
The Delite-O-Matic is an interesting, interactive, sampling machine that will dispense a free package of Delites, but only if the consumer accepts the challenge of pushing a button a certain number of times as specified by the machine. It might ask you to push it 100 times, or even 750 times! Surprisingly, hundreds of people took on the task -- no matter how tedious and repetitive -- to get a free box of Fantastic Delites.
The innovative campaign was developed by Clemenger BBDO Adelaide, and it just goes to show that a simple concept (and relying on human nature) can really go a long way.
Key Themes Behind This Trend
- Gamification Sampling Machines
- Creating interactive sampling machines that offer free products as rewards to consumers for completing a gamified challenge.
- Repetitive Challenging Tasks
- Developing marketing campaigns and products that challenge consumers to perform tedious and repetitive tasks in exchange for rewards.
- Human Nature-inspired Marketing
- Creating marketing campaigns that are inspired by human nature - specifically, the drive to complete challenging tasks for a reward.
Where This Applies
- Food and Beverage
- Creating interactive machines for food and beverage sampling that engage consumers in a gamified experience and encourage product trial.
- Marketing and Advertising
- Developing campaigns that tap into basic human nature and drive consumer engagement through challenging tasks in exchange for rewards or products.
- Retail and Merchandising
- Incorporating interactive machines that offer rewards for completing challenges into in-store experiences to engage consumers and drive product trial.
