Ariana Grande ‘Cloud’ Fragrance Launch
Smart Vending Machine & Social Engagement Activation
To promote the newly released fragrance of Ariana Grande, brand ‘Cloud’, we made a transformation of 9-11 Shorts Gardens into an experience where the guests could enter Arianas warm and inviting universe. The objective was to provide brand engagement with the visitors, provide product samples and raise social engagement with the audiences through the posted photographs made by the visitors.
Smart Vending Machine with Touch Screen Technology
We created a fully branded Smart Vending Machine that had advanced Touch Screen Vending Machine end-user functionalities, and which was used to dispense samples of the recently launched ‘Cloud’ fragrance. Guests were asked to obtain their sample by posting photos on Twitter and Instagram demonstrating participation in the event using the hash tag #ArianaGrandeCloudUK in return for their sample. Through the use of both experiential technology and social media within the same campaign, Touch Screen Vending Machine became an exciting gadget people could play with rather than a tool they had to use merely to sample the product.
Maximising Social Engagement and Brand Interaction
The Smart Vending Machine was not just a sample dispenser, but was a primary source of customer engagement and one of the main components of overall brand experience with sample vending machines. By necessitating a social media post before allowing a sample, as well as making the sample dispensing a game, we created a lot of noise, and this made the campaign both online and in-store more far-reaching. Guests couldn’t wait to join in, review the experience and leave with the fragrance sample adding to the event’s effects.
Key Results and Experiential Impact
The Touch Screen Vending Machine created a barrier free and engaging user experience hence high engagement.
Social media posts with the event hashtag #ArianaGrandeCloudUK helped in building the overall campaign’s social media presence.
The setup enriched the experience that consumers had with the brand which happened to be in sync with the consumer target of Ariana Grande.
Conclusion: Social Vending Machines Converts and Brings Additional Engagement
The Touch Screen Smart Vending Machine helped in the advertisement of Ariana Grande’s ‘Cloud’ perfume. It was simple to bring in new devices and combine them with social media engagement in an enjoyable way, which takes social currency to the next level and enhances the relationship with the brand.
