Mattel launched a unique social media effort that tripled Twitter followers at the Canada International Auto Show in Toronto. To showcase its Hot Wheels brand, it set up a vending machine filled with 1968 Chevrolet Camaro models. Attendees could get the machine to vend them a toy car by sending a tweet to Hot Wheels Canada’s Twitter stream and including the #ChevyCIAS hashtag. How the machine worked is captured in this video.
https://youtube.com/watch?v=gDMQ9HUcuvk
Mark Stewart at TrojanOne, the company that made the machine said, “I think the best part was seeing the physical and digital worlds come together with a social action causing a physical world action to take place — when the car dropped after people sent the Tweet, the smile on their face was priceless.”
Over the course of the 10-day event, Mattel’s @HotWheelsCanada Twitter account more than tripled in followers from 1,200 to 3,800. It could be major marketing milestone, as digital to in-store campaigns become more deeply integrated and embedded into the advertising landscape. Move over QR codes.
Have you seen a similar approach Share your experience in the comment below.
Source: Adweek