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Are street-based vending machines key to taking social commerce mainstream? Recent campaigns from Old Navy, Westin Hotels and Nike would suggest so, but some analysts argue that this sort of experiential advertising is simply a short-term marketing ploy.
Old Navy on Sunday wrapped up its second rollout of Twitter-enabled vending machines in Japan that dispense free flip-flops in exchange for sending a tweet from a kiosk. Earlier this summer, the retailer used 28 machines in New York, Los Angeles and San Francisco leading up to a summer sale.