Mattel’s Twitter Vending Machine Drives Booth Buzz
At this year’s Canadian International Auto Show, Chevrolet Canada featured in its exhibit a special Hot Wheels-inspired blue Camaro that hit the market early this year for a limited time. It was a significant event for car lovers and Hot Wheels enthusiasts because one of the very first Hot Wheels toy cars ever produced was a blue custom Camaro in 1968.
To honor this legacy, celebrate the automobile line, and to give consumers a chance to take one home, (in their pockets, of course), Hot Wheels maker Mattel activated a Twitter-enabled vending machine in the Chevy booth that dispensed collectors-edition blue Camaro die-casts. The “Hot Wheels Camaro-matic Trending Machine” was retrofitted with custom computer components and software. Consumers standing near the vending machine could tweet out what they like about the car—including in the tweet the all-important hashtag and Twitter handle, #ChevyCIAS and @HotWheelsCanada.
Using geo-location the machine would confirm the user was nearby and then dispense the toy car. In addition to the standard packaging, consumers had a 1-in-2 chance of receiving the special edition Hot Wheels blue Camaro in an acrylic glass display case.
Hot Wheels Canada amassed more than 5.6 million total media impressions, increasing buzz for the 2013 Chevrolet Camaro Hot Wheels Special Edition production launch.