In an eye-catching experiential piece, 7Up built a giant vending machine that released cans of cold 7Up to heat-stricken Argentinians. Tweets tagged with #CALOR pushed a ‘social thermometer’ higher bit by bit, eventually flipping the front doors off for passersby to reach in and grab a can.
In-built social mechanics like this are a great way to make the most of experiential activations. As we know, highly ad-resistant millennials can be reluctant to use hashtags on behalf of brands. By building an awesome experience, a fun challenge and using a rather benign hashtag (#heat, not #ILove7Up), 7up were able to elicit some real brand love and make a splash in the process.
Good thing those cans got released 😉