We're often told that it pays to be positive, but it has never been truer than in the attitude test conducted by the Coke Tweet Machine. In its research, Coca-Cola found that people in the city of El Prat de Llobregat in Spain are some of the most negative on Twitter—roughly each positive tweet sent is countered by a negative one. As a city that's in the midst of a harsh economic crisis, it's no wonder that the people have something to gripe about.
In order to get these Spanish citizens to lighten up, a unique vending machine was set up. The Coke Tweet Machine follows a user on Twitter and instead of charging a fixed price for a fizzy drink, it analyzes previous tweets to gauge positive or negative a person is; positive people payed less and negative people could expect to pay more. Since Coca-Cola is a brand that always strives to promote happiness, this campaign really challenges people to change their perspective, at least for the sake of their wallets.
Positivity Vending Machines
The Coke Tweet Machine Charges People Based on an Attitude Test
Trend Themes
1. Positive Advertising - Brands are utilizing innovative methods like the Coke Tweet Machine to promote positivity and challenge negative perceptions.
2. Behavioral Analysis - Analyzing user behavior on social media platforms can provide valuable insights for personalized pricing strategies and targeted marketing campaigns.
3. Emotional Pricing - The concept of charging customers based on their emotional state opens up opportunities for creating engaging and interactive experiences.
Industry Implications
1. Beverage - The Coca-Cola campaign demonstrates potential for the beverage industry to use technology and social media to drive consumer engagement.
2. Marketing and Advertising - Incorporating behavioral analysis and personalized pricing into marketing strategies can help businesses develop more targeted and effective campaigns.
3. Technology and Retail - Integrating emotional pricing concepts into vending machines and retail experiences can enhance customer interactions and create unique selling points.