The activation asks that consumers tweet their favourite variant of Coca-Cola, such as Diet Coke or Coca-Cola Zero, alongside the hashtag #ChooseHappiness. This is displayed on the installation as it dispenses a free tee matching the colour of the chosen drink.
Visitors to the vending machine will also be given a free Coca-Cola. The brand is working with agency Playmaker on the activation.
The interactive brand experience is currently located at Waterloo until 14 August. It will then move to Paddington for the week commencing 17 August, and finally King’s Cross from 24 August.
Coca-Cola launched the London arm of its Choose Happiness campaign in July. This also features free cool bag deliveries, sampling at transport hubs and in branded taxis, and turning 300 displays across the capital into ‘happiness metres’ using Twitter analytics.
The activation is the latest in a number of stunts powered by hashtags. Topshop revealed a Twitter-powered crane at its Oxford Street flagship store in May, while Benefit introduced Twitter-powered vending machines in June.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.