Douwe Egberts, a South African coffee company, came up with a incredibly clever marketing campaign; a coffee vending machine that uses facial recognition to detect when a person yawns in order to dispense a free coffee (the idea being that coffee is most often used to give weary people a quick boost of energy).
The company set the machine up at the O.R. Tambo International Airport and recorded as the exhausted travellers gradually figured out the secret behind this intelligent machine. Slowly but surely people began to take notice of the machine but without the ability to pay, they became quickly confused. Once they figured out it was activated through yawns, smiles began to spread amongst the crowds. Such clever marketing is a great way to form numerous brand associations with the Douwe Egbert product. Not only are consumers being treated to a free cup of coffee, but it was done in such an interactive way that the happiness derived from the experience is also associated with the brand.