# Break-Encouraging Vending Machines This Beer Vending Machine Rewards Patrons Who Do Nothing By Alyson Wyers | Published 2013-08-09 | Updated 2013-08-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/beer-vending-machine References: [designtaxi](http://designtaxi.com/news/359901/Vending-Machine-Rewards-People-With-Free-Beer-For-Doing-Nothing/) & [youtube](http://www.youtube.com/watch?v=QT8X_upKclo) The Amstel Pause beer vending machine requires you to do nothing. To receive a [free beer](https://www.trendhunter.com/trends/go-for-dos), all one has to do is press a button and wait three minutes. After the full three minutes has passed, a [cold can of Amstel beer](https://www.trendhunter.com/trends/cool-can) is distributed. The Dutch beer brand collaborated with creative agency Next-DC to develop this interactive marketing idea that rewards consumers who [take a break from work](https://www.trendhunter.com/trends/halfday-iced-teas). The ad states, "Sometimes you need a little inspiration to take a three minute break and to clear your mind from the day in the office." While doing nothing in return for a free brew would be highly appealing, hopefully no one is cracking open the beer when they return to work. Otherwise they might be asked to take a break much longer than three minutes. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 17% | Activity: 61% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Interactive Marketing:** The Amstel Pause beer vending machine demonstrates the potential for interactive marketing campaigns that engage and reward consumers. - **Workplace Wellness:** The concept of taking a three minute break to enjoy a free beer highlights the growing trend of promoting workplace wellness and relaxation. - **Creative Brand Collaboration:** The collaboration between Amstel and Next-DC showcases the benefits of creative brand partnerships in developing innovative marketing strategies. ### Who This Affects Most - **Beverage:** The beer vending machine exemplifies the potential for disruption and innovation within the beverage industry by offering unique and engaging experiences for consumers. - **Advertising:** The interactive nature of the Amstel Pause campaign presents opportunities for disruptive innovation in the advertising industry, encouraging brands to think outside the box to engage their target audience. - **Hospitality:** The concept of using vending machines to offer unique experiences and rewards to guests presents disruptive innovation opportunities within the hospitality industry, where it can enhance customer satisfaction and engagement. ## Related on Trend Hunter - [Anti-Burnout Beer Campaigns](https://www.trendhunter.com/trends/antiburnout.md) - [Beer-Dispensing Guitar Machines](https://www.trendhunter.com/trends/slay-to-pay.md) - [Team-Building Vending Machines](https://www.trendhunter.com/trends/treat-vending-machine.md) - [Automated Beer Stations](https://www.trendhunter.com/trends/trust-bars.md) - [Heat-Sensitive Vending Machines](https://www.trendhunter.com/trends/heat-sensitive-vending-machine.md) - [Anti-AI Beer Billboards](https://www.trendhunter.com/trends/heineken-friend.md) - [Beer-Pouring Party Billboards](https://www.trendhunter.com/trends/jubel-billboard.md) - [Work-Friendly Beers](https://www.trendhunter.com/trends/creative-juice.md) - [Electricity-Free Beer Fridges](https://www.trendhunter.com/trends/bud-ground-cooler.md)