Last chance to save on Digiday Publishing Summit passes is February 9
Billboard is bridging the digital and analog worlds with its latest marketing stunt.
With the help of Ogilvy & Mather Brazil, the music magazine publisher created a special magazine vending machine. The catch is that the machine only dispenses copies to actual fans of the cover artist. The machine, which is called “The Fan Check Machine,” checks users’ iPhones to see if they have more than 20 songs by the musician on the cover of the the current Billboard issue on their device to qualify as a real fan. If they meet the “real fan” criteria, the machine will dispense a copy of the magazine.
Downloading a branded app for a one-time experience is kind of annoying, but the best part of this campaign is that you don’t need an app. All you have to do is connect your smartphone directly to the vending machine.
See the machine in action:
More in Marketing
GLP-1 draws pharma advertisers to double down on the Super Bowl
Could this be the last year Novo Nordisk, Boehringer Ingelheim, Hims & Hers, Novartis, Ro, and Lilly all run spots during the Big Game?
How food and beverage giants like Ritz and Diageo are showing up for the Super Bowl this year
Food and beverage executives say a Super Bowl campaign sets the tone for the year.
Programmatic is drawing more brands to this year’s Winter Olympics
Widening programmatic access to streaming coverage of the Milan-Cortina Games is enabling smaller advertisers to get their feet in the door.