Inspiring brand experience from Coca-Cola and JetBlue

Here’s a quick question or you: do good things happen when you share? 
 

And now an even harder one: are New Yorkers simply too busy to take the time to share?

Coca-Cola teamed up with airline JetBlue to find out just that.

A very special vending machine made an appearance at the heart of the city’s busy Pennsylvania station. Each passenger that clicked to quench their thirst received a surprise: a second bottle of the fizzy drink to share with… somebody.

With two drinks in hand, a number of busy travellers took the time to actively seek out a fellow commuter and offer them a free drink. It makes for, well, inspiring viewing.
 

But there’s an even bigger surprise waiting round the corner for the generous folks that did take the time to share: promotional staff from JetBlue hand out free roundtrip tickets to say thanks for “inspiring humanity,” receiving many an emotional response in the process.

All in all, a pretty good day to be at Pennsylvania station then.

I like this simple yet effective brand experience from two big American names. It’s a clear concept that plays to the strengths of both brands, providing a memorable link to the ‘Share a Coke’ slogan. What’s more, it will have created a strong emotional bond for the prize winners that is certain to last long after they cash in their
complimentary flights. 

Interactive vending machines are a great way of bringing people closer together. Used with a clear purpose and call to action – the spooning vending machine from Reese’s is a great example – these can act as a vehicle for actively engaging potential customers in product sampling while creating emotive brand experiences. 

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