Creative Uses for Interactive Touch Screen Kiosks
The explosion in popularity of interactive, touch screen kiosks has inspired many brands to employ "outside the box" thinking and come up with some pretty creative uses for the technology.
The average kiosk serves a purpose, an automated, self-service station where customers can do everything from paying their electric bill to discovering which floor houses the yogurt shop. Read on to see how five companies took the unique marketing opportunity a kiosk offers and ran with it.
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For a company that truly embraces the marketing possibilities of a kiosk, look no further than the world's most popular soft drink, Coca-Cola. Two examples, the first in 2013 and the second in 2014, stand out.
During a soccer match in Milan, Italy, Coca-Cola placed two machines where each team's respective fans entered the stadium, one at either end of the field. Each machine featured a button with the word Share printed on it. Pressing the button dispensed a free can of soda, but from the other machine.
This match was one of those rivalries where each team's fans are incredibly vocal in their support of their team, and tensions tend to run high. Even so, a surprising number of people pushed that Share button. What's more, Coca-Cola's machine included a screen, so the person sharing a Coke could interact with the receiver. Fans chanted, laughed, cheered, bragged, and enjoyed their free Cokes.In less than an hour, both machines were empty!
Our second example from Coca-Cola was the brand's campaign to introduce its 7.5 oz mini can. The solution? A mini kiosk, of course, complete with mini booth for the vendor. Customers had to kneel to get their coins in the machine that grabbed the attention of every passerby.
In America, Cadbury Chocolate is most famous for its delicious Easter candy. Around the world, though, and especially in the UK, Cadbury Chocolate is a favorite brand year-round (personal favorite: the Curly Wurly bar).
Cadbury's marketing brilliance used people's love of free chocolate and fun technology to gather thousands of social media profiles and new subscribers, information people happily gave up for a free chocolate bar and plain old curiosity.
The kiosk campaign, called the Joy Generator, invited users to log into their Facebook accounts. From there, Cadbury promised that it could predict the chocolate bar that person would like best, using the information in the user's profile. With the payoff of free candy, the campaign was a huge hit.
To launch a new fragrance for Unilever's Surf laundry detergent, the company's marketing team partnered with tech firm Kinetic Active to create awareness of the new product and get shoppers in the mood for summer.
The new detergent fragrance, called Wild Flowers and Morning Dew, was meant to make consumers think of summertime and fun in the sun. So, the company placed kiosks in six shopping malls, inviting shoppers to play a game of hopscotch on vinyl sheets of colorful, graphic flowers placed in front of the kiosks, which emitted whiffs of the new fragrance at timed intervals.
Games of kiosk hopscotch played a big part in the company's multilevel campaign, which also incorporated the scent in elevators, changing rooms, and point of sale areas.
Audi created a digital dealership, called Audi City, which fits into the same space as a traditional retail outfit, instead of the acres of asphalt required by a traditional car dealership.
Audi City has four walls, extending from the floor and nearly to the ceiling, covered with LED screens. Car buyers design their dream car on the touch screen kiosks, choosing their preferred model type, engine size, color, and every other specification and option they desire. When they're satisfied, they "send" their car to the wall screens. From there, they can spin the car around for a 360-degree view, open the doors and trunk to look inside, and even watch the car drive away.
Creative Kingdoms created fun for all ages with its gaming kiosk, packed with games of skill and other fun activities. Players go on quests and participate in scavenger hunts.
Great Wolf Lodge Resort uses the kiosk to create interactive scavenger hunts for their younger guests, with each player receiving a personalized "activation device" (a stuffed animal) that allows the player to take part in the game, Great Wolf Kids Adventures.
Making a Lasting Impression
With a bit of imagination and outside the box thinking, your brand can use kiosks to create the kind of marketing sensation that inspires people to post YouTube videos, share on social media, and keep talking about your campaign years later.