Walkers has unveiled three tweet-activated digital vending machines at bus shelters in central London as part of the next wave of activity in the brand’s ‘Do Us A Flavour’ campaign.
Launched in January, ‘Do Us A Flavour’ challenged the nation to suggest a new flavour to Walkers for the chance to win £1m with six finalist flavours chosen by a judging panel which included Marco Pierre White and David Walliams.
Available until 11 September, the tweet-activated machines will be stocked with the six finalist flavours – Sizzling Steak Fajita, Chip Shop Chicken Curry, Pulled Pork in a Sticky BBQ Sauce, Ranch Raccoon, Cheesy Beans on Toast and Hot Dog with Tomato Ketchup – in a bid to encourage the public to vote for their favourite online at walkers.co.uk.
Ad agency AMV BBDO and Acne Productions have also created a series of short films starring brand ambassador Gary Lineker to appear alongside the vending machines with passers-by asked to tweet @Walkers_busstop to receive a free packet of crisps seemingly from Lineker on receipt of each tweet.
Additional TV and digital media will push the final flavours to the wider UK audience. A soon-to-launch two week collaboration with Capital FM, brokered by OMD UK, also sees popular DJs promoting their own flavour heroes from the shortlisted finalists.
Lee-Teng Chung, Walkers marketing manager, commented: “Walkers loves bringing fun to the nation and we are extremely excited to launch the first ever Twitter vending machine on the streets of London this August. The Do Us A Flavour campaign has taken the nation by storm, so we are delighted to offer them the chance to try the new flavours through the first ever interactive Twitter vending machine. We can’t wait to hear more about what the public think of each of the unique flavours.”
Created by OMD UK, AMV BBDO, Talon and Clear Channel, Neil Chapman, head of create at Clear Channel deemed the tweet-activated machines as “the perfect way to drive both conversation and sampling through a moment of fun”.
He added: “The creative addition of Gary’s residence inside the machine makes this a brilliant execution which I’m sure will raise a smile from everyone who sees the campaign. This was a great collaboration between all parties and perfectly shows how you can continually redefine out-of-home and push the creative boundaries of what can be achieved.”
A video pf the vending machine experience and making of footage, created by AMV BBDO, will be revealed on YouTube on Monday 8 September.