This virtual wine vending machine is a promotional experiment from online alcohol retailer Cellarmaster Wines. This innovative strategy is the first of its kind and is a curious combination of both offline and online exposure for the brand.
Located within Hong Kong's Tsim Sha Tsui (TST) subway station, the virtual retail experience involves a poster display of the e-retailer's selections that feature QR codes. Open 24 hours a day, seven days a week during its duration, the pop-up allows customers to make purchases directly from their mobile phones using the QR codes.
Conceived as a publicity stunt, the subway station experience has driven a measurable improvement in traffic for the brand across social media platforms. If successful, Cellarmaster Wines has plans to expand the virtual wine vending machine through Hong Kong.