It's hard to argue that electronic social
networking has become a staple in our digital world when sites like Facebook
have over 500
million active users. Now, even the way we drink will take the form of a
social experience.
Pepsi
recently announced that it will release a new vending machine that utilizes
technology such as a full touch screen for beverage selection, and will allow
consumers to use cash or credit. But the more notable addition to this
high-tech vending machine is its use of social
networking among Pepsi drinkers.
In
addition to simply selecting a soda for oneself to drink, the new vending
machine also allows consumers to send soda to each other. Let's say a person
wants to send a Pepsi to someone in another building that has the same vending
machine, or even to someone that does not have the same vending machine. The
consumer can enter the recipient's name, mobile phone number and a personal
message into the vending machine, and it will send a text
message to the recipient.
The
consumer can even record a video to be sent to the recipient. In the received
text message, the location where the Pepsi can be redeemed will be noted along
with the personalized message or video.
Consumers
can also send a Pepsi product to a complete stranger through the "Random
Acts of Refreshment" option. This allows a consumer to send a Pepsi
product to any other social vending machine.
"Our
vision is to use innovative technology to empower
consumers and create new ways for them to engage with our brands,
their social networks and each other at the point of purchase," said Mikel
Durham, chief innovative officer at PepsiCo Foodservice. "Social vending
extends our consumers' social networks beyond the confines of their own devices
and transforms a static, transaction-oriented experience into something fun and
exciting they'll want to return to again and again."
“Our approach to technology innovation is driven by what we know consumers want. We’re working with some of the best minds in the business to develop equipment that provides customization, personalization and choice,” said Christine Sisler, VP, Equipment Innovation, PepsiCo. “Our Social Vending System delivers on those insights and more – it’s also visually engaging, fast, intuitive and satisfying to use.”
Pepsi
worked with DCI Marketing and Protagonist to create the new social vending
machine. It did not note when the machines would be released to the
public.
