American fast food chain Bojangles has been putting a lot of time into creating unique brand activations for its 'Random Acts of Bo' campaign and recently turned things up a notch with a fast food vending machine. For this event, the brand set up a 'Bojangles' branded machine in a laundromat. As one would expect, people were incredibly confused and probably thought "How do you order a fast food meal through a vending machine?" A hidden camera recorded the reaction of curious individuals who eventually hit the buttons to order something and were surprised when real life human hands popped out at the bottom to give them full meals.
The restaurant took all the footage from the event and created a commercial that showed all types of families interacting with the fast food vending machine. Bojangles ensures that its ads reflect diversity and demonstrate that its company enjoys delighting people and making them smile -- a great tactic to make consumers choose its brand over another fast food restaurant.
Key Themes Behind This Trend
- Personified Food Pop-ups
- Creating interactive and surprising experiences through human-operated vending machines.
Where This Applies
- Fast Food
- Innovating the fast food industry by incorporating human interaction into vending machines.
