Since launch, sampling has been key to the BOS Ice Tea marketing strategy. This innovative South African brand firmly believes that the product quality is such that a can in someone's hand is the very best marketing tool at their disposal. Our job was to come up with an innovative sampling mechanic that would put BOS Ice Tea a step ahead of the crowd and introduce it to the rest of the world. We wanted to link the real-life experience of tasting BOS Ice Tea to something that's immediately share-able via people's social networks.

Launch the campaign
Published
October 2012
Topics

The Story

Since launch, sampling has been key to the BOS Ice Tea marketing strategy. This innovative South African brand firmly believes that the product quality is such that a can in someone's hand is the very best marketing tool at their disposal. Our job was to come up with an innovative sampling mechanic that would put BOS Ice Tea a step ahead of the crowd and introduce it to the rest of the world. We wanted to link the real-life experience of tasting BOS Ice Tea to something that's immediately share-able via people's social networks.

We conceptualized and produced BEV, the first ever tweet-activated vending machine. We got our hands on a Bevmax 4-45 vending machine and proceeded to showcase its inner-workings with microphones, cameras, lights and speakers through on-machine displays. We then integrated BEV with the Twitter API and now she happily dispenses an ice-cold BOS Ice Tea whenever someone tweets the hashtag #BOSTWEET4T. And thanks to her nifty geo-location feature, BEV can even tell if the person tweeting is close enough to her to dispense their ice tea.

The Technology

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    Geo APIs

    Twitter geo-location

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    Social

    Twitter

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    Video

    YouTube

The Results

These days we often take the wonders of technology like the internet for granted. BEV was an instant hit with consumers. Some jumped for joy and some squealed with delight when their tweet triggered the machine. Through social media, the campaign spread quickly across the globe and very soon we were featured on the BBC, Forbes and AFP to name a few. Coverage started appearing in France, Italy, Spain, China, India and we received calls from a number of brands who wanted tweet-activated vending machines of their own.

5

team members working on this project

70

pieces of media coverage

5

million impressions on Twitter

Launch Date June 15, 2012