Coca-Cola will position a Twitter-powered T-shirt dispensing machine at three of London’s busiest railway stations this month as part of the brand’s latest marketing initiatives.
The machine will give users one of four free T-shirts when they tweet the name of their favourite Coca-Cola variant alongside the hashtag #ChooseHappiness, the tagline of Coca-Cola’s current marketing campaign. The T-shirts are dispensed in transparent tubes from screens that are individually coloured in the Coca-Cola range’s livery and shaped like its iconic contour bottle.
Consumers will also get a free bottle of Coca-Cola when they use the machine.
The dispenser has been at London’s Waterloo station – the busiest in terms of passenger numbers – this week, and will move to Paddington and then King’s Cross before the end of the week.
The promotion is the latest event in Coca-Cola’s first marketing campaign since it announced a new single brand approach in March. The American soft drinks giant previously unveiled a television advertisement that brought all four key variants together on screen for the first time.
Some consumers have already been tweeting about their experiences with the novel piece of technology.
I just got a free #cocacolalife T-shirt… Way to go Waterloo station! #choosehappiness pic.twitter.com/cHBcclDRbX — Katharine Pearson (@KatiePearson94) August 10, 2015
I just got a free #cocacolalife T-shirt… Way to go Waterloo station! #choosehappiness pic.twitter.com/cHBcclDRbX
— Katharine Pearson (@KatiePearson94) August 10, 2015
© FoodBev Media Ltd 2024