Benefit to position Twitter-powered vending machines across London

Benefit Cosmetics is working with creative agency Breed and CreateLondon to offer shoppers free products via Twitter-powered vending machines this weekend (27-28 June).

Breed and Create London worked with Kyra Oates, Benefit Cosmetics' head of PR and events to develop the activation
Breed and Create London worked with Kyra Oates, Benefit Cosmetics' head of PR and events to develop the activation

The machines will feature tester size versions of two of the brand’s products - the Porefessional face primer and new addition, the Porefessional: Licence to Blot instant oil-blotting stick.

To take advantage of the offer consumers will be required to use a code on their mobile devices that will direct them to one of the two machines.

Once they reach the machine in question they will be able to use a specific Twitter hashtag to collect the product. 

The Twitter-powered vending machines will be located by Benefit’s global flagship in Carnaby Street, as well as at London’s Malmaison Hotel.

Kyra Oates, head of PR & events at Benefit Cosmetics, said: "Benefit Cosmetics are thrilled to be working with Breed and Create London in this exciting campaign that will have social technology at the heart of it. 

"With their past experience of activating campaigns that embrace social media and drive brand conversation using live events, we were extremely confident they would deliver a campaign that would enhance Benefit Cosmetic’s social conversation and raise consumer engagement.

"Using CreateLondon’s socially-powered Twitter vending technology, we’ll have the tools to reward consumers in a simple yet effective way, but will have them talking passionately about the Benefit Cosmetics range on social and to their friends and families."

Ian Irving, strategy director at Breed Strategy, added: "The objective of the campaign is to create an engaging live experience that distributes one of Benefit Cosmetic’s best-selling products to a number of lucky shoppers, but in a way that gets people talking and sharing. 

"By utilising social media and social-powered technology, we are not only able to increase social awareness of the brand, but we are able to drive conversation for the brand and its products both online and offline."

Last month CreateLondon devised the world's first Twitter-powered crane for clothing retailer Topshop

Oates discussed Benefit's approach to marketing and shared the brand's budget-busting tips during a panel session at Event360 on Tuesday (24 June), where she also spoke to Event's associate editor, Alison Ledger about the future of experiential

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