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|ATM Gives Out Free Money To "NICE PEOPLE" by stkris(m): 7:18pm On Mar 28, 2013|
So, i was researching some guerilla marketing techniques for my business, and came across this one used by Coca Cola in Spain. What do you think of it?
Below is a portion of the article and a short video:
An ATM in Spain dispenses free cash to folks under the condition that they do something generous with it. It sounds too good to be true, but it isn’t. It’s actually part of a savvy guerilla marketing ploy that went viral. Who was behind the stunt?
Coke, the world’s favorite purveyor of caramel-colored colas, fabricated a bunch of otherwise non-descript ATMs and dropped them in expected settings like malls. Nothing seemed out of the ordinary, and the machines offered no hints as to their real purpose: to generate free publicity for Coca Cola. Indeed the only clue that the ATM was in any way connected to Coke was the unit’s paint job — the brand’s signature trademark red.
As part of a wider their “Share Happiness” campaign, Coke called their concept “El Cajero de la Felicidad” (“The ATM of Happiness”), and put a simple offer on its screen:
Get 100 euros. Without card. Yes? No?
Now 100 € isn’t chump change mind you. That’s about $131 USD at today’s exchange rate — maybe not enough money to change someone’s life, but certainly enough to make their day (or week, or even month).
The only catch: people had to use the money to “share their happiness” with someone else.
When someone stopped and clicked “Yes,” the ATM responded: “But only if you agree to share it.” Again, everyone would of course click “Yes.” Then the ATM asked if they needed any suggestions on how they might share their good fortune. According to Gizmodo, many people clicked “Yes” again, and the ATM would provide several options.
Coke says it didn’t track where all the money went, but plenty of lucky recipients followed through with the ATM’s suggestion and shared their newfound wealth. Some of these “random acts of happiness” were captured in a YouTube documentary on the project. One guy buys a tricycle for a kid and another guy gets basketballs for kids at a park.
|Re: ATM Gives Out Free Money To "NICE PEOPLE" by stkris(m): 7:21am On Mar 29, 2013|
As a business owner, what kinds of non-conventional marketing techniques have you carried out? and what were your results?
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