Lay’s Potato Chips have created a new interactive display. This display will be put along side their product ultimately to replace product demos. Kennedy + Castro have used the vending machine concept to create… the “Lay’s Machine”. Genius!
A potato is inserted in to the vending machine and the entire chip making process is reveled to the consumer before their eyes in a matter of seconds. It is a short movie, which plays on the screen, which effectively illustrates the chip making process that Lays uses.
The potato is washed, peeled, cut, cooked, salted and then packaged… and voilà a sample pops out at the bottom like in a typical vending machine for the consumer.
Interactive marketing is the future, by creating a conversation rather than just a simple transaction. A sample demo typically the consumer is handed the product to try if they agree to the sample creating a “transaction” vs. an interaction.
The Lay’s Machine lets the consumer, participate in the process so they are able to interrupt the message being communicated to them and modify the message to their needs and perception and ultimately shifting their opinion of the brand.
Also…research shows that interactive marketing allows for greater consumer response and acquisition rates.