Coca Cola: The Dancing Vending Machine Guerrilla Marketing

Coca-Cola company has done it again. We’ve all seen the famous ‘Happiness Vending Machine‘ where students were awarded free Coke with an added twist. This unique vending machine not only dispensed Coke, but also random gifts such as pizza and games!

Their new vending machine in South Korea has people dancing for a chance to win a free coke. The machine is powered by Xbox Kinect and encourages people to impersonate and dace with Korean boy band, 2PM. The better the person dances, the more bottles of Coke they are rewarded with.

So why does Coke’s marketing work?

With the viral success of the happiness machine, they’ve appeared to have found a unique way to reach potential new customers yet they tweak the formula each time to keep it interesting. Sure they could’ve implemented the happiness machine in different locations, but instead they’ve taken this same idea and changed it up to keep us on our toes. It’s always fresh!

In this particular example, Coke got people to interact with their brand in a fun and engaging way. Of course social media has played a huge role in spreading awareness of this campaign as it is shared on social media sites such as Facebook, Twitter and YouTube.

The Lesson

Everyone loves free product giveaways, but be sure to make them work for it in a fun and engaging way. Then share it with the world!

Need more inspiration? Check out some of Coca-Cola’s other great viral campaigns


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