Students at the National University of Singapore got a 10 finger discount courtesy of Coca-Cola. The company modified their vending machines to dispense soda in exchange for hugs. Coke hopes the machine will spread more than just germs.
“Happiness is contagious. The Coca-Cola Hug Machine is a simple idea to spread some happiness,” explained Leonardo O’Grady, ASEAN IMC Director for Coca-Cola. “Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large. Whether you were hugging the machine or experiencing the event online, our goal was the same – to put a smile on your face and share that emotional connection.”
The press release touts: “Online platforms such as Facebook, Twitter, and even blogs were abuzz with videos and updates of the ‘Coca-Cola Hug Machine’ on the same day.”
In fact, the viral videos have been so successful that they plan to deploy the machine across Asia. Other countries aren’t being left out though. The “Open Happiness” campaign was launched in 2009 and has already been spotted in the United States, United Kingdom, India, Brazil, and the Philippines (videos below).