Wanting to create a "GREYT experience," the Grey Istanbul advertising agency developed candy machines that would simulate what each Instagram filter would taste like.
In order to interact with the #Instacandy machine, people were required to take a selfie, apply a filter and upload it to Instagram. Each Instagram filter was associated with a particular flavor, showing how these colorful lenses can add such a vibrancy to the uploaded photos. As well as actually being able to taste the flavors of each filter, this message was reiterated by giving out empty candy boxes to people who used no filters at all.
By involving selfies and sweet treats, this experiential social media marketing campaign was successful at having more than 450 participants walk away with a pleasant taste in their mouths.
Social Media Candy Machines
Grey Istanbul's Vending Machines Imagine How Instagram Filters Taste
Trend Themes
1. Edible Social Media - There is an opportunity to create edible social media experiences such as Grey Istanbul's #Instacandy machines.
2. Social Media Integration in Marketing - Brands can create interactive marketing campaigns by integrating social media platforms such as Instagram or Twitter.
3. Personalized Experiences - An opportunity exists to build campaigns that offer users a personalized, immersive experience such as tasting flavors associated with specific Instagram filters.
Industry Implications
1. Advertising - The advertising industry can leverage social media platforms and integrate with experiential campaigns to create unique and engaging marketing events like Grey Istanbul's #Instacandy machines.
2. Food and Beverage - The food and beverage industry can create marketing campaigns that offer personalized and immersive experiences for customers such as edible social media campaigns like Grey Istanbul's #Instacandy machines.
3. Technology - The technology industry can create devices or platforms that allow customers to experience different virtual or augmented reality sensations, such as Grey Istanbul's #Instacandy machine's association of visual filters and flavors.