Brands Find the Link Between Viral Videos and Vending Machines

Marketers from Belgium to Singapore

Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.

Digitally tricked-out vending machines keep popping up around the globe, surprising and delighting consumers with new gimmicks and free samples.

Local goodwill is the endgame if you take the activations at face value. But in truth, they’re plays for views on YouTube. “The vending machines have very little to do with it,” said Jonah Berger, a professor of marketing at the Wharton School and author of Contagious: Why Things Catch On. “It’s more of a publicity stunt to get shares and hope that content goes viral.”

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in