For Halloween this year, Royal (also known as Fanta in some parts of the world) set up a soda vending machine that accepted loud screams instead of coins. Those who were able to make enough noise to light up the entire volume meter on the machine were treated to a complimentary soda–but not without a trick from the brand. Those who went to claim their prize had to be quick, or else they'd be grabbed by a creepy hand coming out of the soft drink vending machine.
Naturally, the Scream Machine from Royal works best when people put their screams together and as a result, plenty of noise is generated and more people become curious about the commotion and try releasing their own loud screams.
What's Driving This Trend
- Interactive Marketing
- Creating engaging experiences like the scream-inducing soda vending machine can capture consumer attention and increase brand awareness.
- Experiential Campaigns
- Creative experiential campaigns, such as the scream machine, have the potential to generate buzz and enhance consumer brand affinity.
- User-generated Content
- Encouraging users to participate and share their experiences with the scream-inducing soda vending machine can generate valuable user-generated content for marketing purposes.
Who This Affects Most
- Beverage
- The beverage industry can explore innovative marketing campaigns and experiential activations to create memorable experiences and differentiate their products.
- Hospitality
- Hotels and resorts can leverage interactive marketing tactics, such as the scream machine, to enhance guest experiences and create unique selling points.
- Entertainment
- Entertainment companies can capitalize on user-generated content opportunities by incorporating interactive elements in their promotions, leading to increased audience engagement.
