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Game while you guzzle?

Coca-Cola in Japan is modifying many of its vending machines to make them far more interactive with users. This is the next stage in Coca-Cola’s ‘Happiness’ campaign and will promote  brand loyalty for Coke customers.  The addition of QR codes onto machines mean that customers can interactive with the machine and create it a virtual identity, allowing customers to think of a machine they frequently visit as “my machine.”

Checking in at the machine will earn users badges and points, which can be spent customising “their” machine with things like skins, shoes and backgrounds.  The more a customer interacts with a machine, the more personalised its response will be, sending information such as brand updates and news and weather. Also available will be a badge to show that a user has visited machines through out the country – not an easy feat at all, but one no doubt hardcore game and Coke fans will be excited to try and achieve!

Registration for the so-called “Happiness Quest” opens next week, with an added promotional incentive – a one million yen prize which is sure to make it very popular.

This is sure to be a success for Coca-Cola if not just by their sheer presence in the vending world in Japan – by the end of March 2012, they are hoping to have 820,000 machines with QR codes on- but because everyone loves a game, and rather than tweeting “I’m using a vending machine” customers can now scan the QR code and play a quick game as they wait for the bottle of coke to vend. Exciting stuff!

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