Photobooth Meets Spiral Gumball Machine To Create Keepsakes At South African Family Event

JOHANNESBURG, South Africa -- South African promotion company Content Bar combined a spiral bulk vending machine, digital camera and tablet device to create a promotion for its pharmaceutical client Calpol. The concept debuted at Johannesburg's recent Mama Magic Baby Expo, a baby and parenting exposition.

After logging on to the tablet, a parent could vend a 2" capsule containing lip balm, relaxation tea or a chocolate treat while the camera captured the moment in a picture. The image was then messaged to the parent and made available online in a Calpol frame.

Content Bar officials said they wanted to create an experience that had a meaningful physical, real world component. The gumball machine facilitated that authentic engagement while introducing an element of nostalgia. The strategy seemed to work. Of the 520 photos captured during the three-day exposition, online photos had 2,301 pageviews and 1,482 unique impressions in a two-week period.

"Play and reward is a simple gamification strategy that incentivizes a task," Content Bar officials said. "The motivating factor of game dynamics can be used successfully by brands to create loyalty amongst consumers and to drive brand awareness in a memorable way. Getting the consumer to interact physically with the brand and leaving them with a self-created keepsake further heightens the emotional engagement with the brand, leaving a bigger impression on the consumer or player's mind."

The concept of gamification in product and brand promotions continues to play an increasingly larger role as it offers an interactive element. Content Bar's concept adds social media to the mix to engage potential customers even more. Bulk vending with its relatively simple and adaptive technology seems a good match to this sophisticated type of promotion.