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
‘There’s nothing wrong with being a heritage brand’: How Revlon is updating its image by looking to the past
Revlon named musician and actress Teyana Taylor and country music star Megan Moroney as the faces of its “Revlon Be Unforgettable” campaign.
Inside agency OK Future’s AI ‘pressure cooker’ experiment with Goodwipes
OK Future cut Goodwipes’ AI spoof from six weeks to four days, exposing big savings and burnout risks.
From influencers to AI, here’s what Gen Alpha thinks about your brand
The Gen Alpha cohort now influences nearly half of total U.S. household spending in families with children ages 8-14.