I don’t know about y’all but I go to the State Fair every single year. It’s probably because I get a free ticket at my job but you better believe I’m always there! And especially this year with Big Tex‘s grand debut!
Well this year Chevy was not playing around. They went all out with their digital marketing tactics and you better believe they took experiential marketing to the next level this year. They had a track every year for visitors to test drive Chevys every year but this year they had slapped the hashtag #SilveradoStrong and #Chevrolet everywhere! And one fascinating device was what you see above – a twitter activated vending machine!
I’ve actually seen this before. A few years ago my mom and I received free Tide pods for tweeting about them. But this time, Chevy stepped it up. As you can see, by the time I got there all the good stuff was gone. They only had Chevy baseball cards. As you can imagine, the line was long because everyone was curious about this fun vending machine. My friend who was there a few weekends ago received a $10 iTunes giftcard and said they had plenty of other things like Hot Wheels and other giveaways.
As it turns out, Chevy has done this before:
What Can We Learn?
This concept is much like the QR codes we’ve seen before. It’s a long, slightly complex action the consumer has to undergo in order to receive something in return. The genius part of it is that the consumer is tweeting about it and thereby helping to create a hashtag trend. But much like QR codes, the question of whether or not these will take off depends on what’s at the other end. Obviously for me, Chevy baseball cards were not worth it. (And as you can see, it wasn’t for many other either – everyone left once the good stuff was gone.)
What do you think? Would you tweet for gear?