The Pepsi Like Machine [VIDEO]

BradFriedman
Brad Friedman President, The Friedman Group, LLC

Posted on July 9th 2013

The Pepsi Like Machine [VIDEO]

As the marketing world progresses and the minds of creative and young people continue to change the way we market and sell products, there is a constant struggle to keep up with competitors and come out with the next great idea. Pepsi is having absolutely no trouble keeping up. Their marketing team, TWBA in Belgium, has created the next great idea: The Pepsi Like Machine.

 

This vending machine trades Pepsi samples for the consumer’s Facebook information. In essence, this machine doesn’t want your money; it just wants your Facebook information. Here’s how it works: smartphone users can stand by the machine, “Like” the Facebook page, and a free Pepsi will pop out. Those without smartphones can use the touchscreen on the machine and log into Facebook to get their soda fix. “Thanks to this new way of sampling, we know exactly who Liked, tried, and enjoyed an ice-cold Pepsi”, says the Pepsi Like Machine’s video narrator.  This machine, first introduced at a Beyonce concert in Antwerp, Belgium, is an advertiser’s dream: their free samples no longer disappear into thin air, they are now connected with personal information.

The Creative Minds

The TWBA Group believes “Creativity can grow our client’s business. Creativity in our thinking, creativity in the work we make and creativity in how we handle media.” This mindset has drastically improved Pepsi’s marketing and hopefully will continue to do so in the coming years. The Pepsi Like Machine is a new way of sampling that benefits not only the consumer, but also benefits the producer in the idea that the machine gathers personal information about who is drinking Pepsi.

“That there are creative minds in Belgium is no secret. The Pepsi Like Machine is another good example of that,” adds Jan Verlinden, Marketing Director of PepsiCo, BeLux. Now it is possible, with a Facebook Like, in real time, to get a can of Pepsi. “It’s a new way of sampling which provides us with information, so we can immediately start communicating with our target audience.”

What do you think about giving up your Facebook identity and allowing Pepsi to “communicate” with you for a soda?

BradFriedman

Brad Friedman

President, The Friedman Group, LLC

Brad Friedman is a “Recovering Attorney” living in Denver, Colorado. In 2010, Mr. Friedman parlayed his passion for technology and his business, legal and marketing savvy into the creation of The Friedman Group, LLC. Brad has developed a group of highly skilled people to work with individuals and businesses to develop strategies that enhance their online presence and engage clients, prospects and referral sources through the power of inbound and social media marketing.

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Comments

This article highlights the most significant mistake made by traditional marketeers when engaging with Facebook - getting likes is the King.  Yes this creative idea will garner new likes but then what?  The Pepsi FB page has over 17 million likes and yet the number of people who are engaged on the page is a paultry 168,079;  less than 1%!  The key to a successful FB page is engagement not just likes, with healthy pages having 30-40% engagement and outstanding pages having more than 100%.  

Just having a big page means very little, what counts is the number of comments, shares, likes, wall posts.  People talking about this should be King in any marketing strategy.

Mark Brown

Grow My Media

 

Mark,

You make a great point. It will be interesting to see what Pepsi does with this growing list of Likes as they continue to develop their Facebook strategy. My fear is they will use the list to send targeted emails to people with coupons, "news," etc. instead of really focusing on the development of a vibrant Facebook community. Time will tell.

Thanks for taking the time to provide your insight.