The Campaign

We created a vending machine that encouraged users to first work up a sweat by doing any physical activity and then stand in front of the machine. If a user is sweating enough, the machine automatically dispensed a Gatorade! We used Thermal Imaging to assess a user’s body heat and when it reached a pre-determined threshold, the machine dispensed a Gatorade.

Creative Execution

We placed the vending machine inside a gym. The vending machine sensed the body heat of gym goers before dispensing a Gatorade. The machine encouraged users to first work up a sweat by doing any physical activity like running or jumping jacks and then stand in front of the machine. If a user is sweating enough, the machine automatically dispensed a Gatorade!

Results

Over 10,000 bottles were dispensed. The video garnered over 12 million impressions and 1.3 million views. Gatorade India’s Facebook page got a whopping 4.4% jump in fans. People loved the idea and started asking for a similar machine at their gyms.

We carried out a direct response stunt that encouraged users to interact with the vending machine. The response was measured by the number of bottles consumed at the venue.

The machine draws inspiration from the drink itself. When you exercise, muscles generate heat, increasing your body temperature. That’s precisely when you need Gatorade to restore the lost fluids in the process. We placed the vending machine inside a gym. Gym goers are one of our key target audience. All they had to do was stand in front of the machine. If they were sweating enough, the machine automatically dispensed a Gatorade!