A hug is not much to ask for these days and when you are getting a free can of Coke for your troubles, then it really is a good deal! The only problem is that is a marketing campaign by Coca Cola and it has been taking place right across South East Asia!
The vending machines are placed in busy public places and the company logo has been morphed into “HUG ME” and it seems that once the idea of hugging the vending machine for a free drink got around, everyone wanted to give the Coke machine a nice big hug and why not?
According to Leonardo O’Grady, who is the ASEAN IMC director of The Coca-Cola Company, he said;
“The Coca-Cola Hug Machine is a simple idea to spread some happiness. Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large,”
He finished off by saying;
“Whether you were hugging the machine or experiencing the event online, our goal was the same – to put a smile on your face and share that emotional connection.”
Source [Marketing Interactive]