Dive summary:
- Hot Wheels partnered with TrojanOne and Chevrolet Canada to develop a vending machine for the Toronto Auto Show that distributed a collectable toy car when attendees tweeted @HotWheelsCanadaTrojanOne with the hashtag #ChevyCIAS.
- The custom vending machine utilized location features to only dispense cars when Twitter users were near the machine.
- Over the course of the show the machine dispensed over 2,000 cars and helped @hotwheelscanada to triple their Twitter followers.
From the article:
"'I think the best part was seeing the physical and digital worlds come together with a social action causing a physical world action to take place – when the car dropped after people sent the Tweet, the smile on their face was priceless,' said Mark Steward, director of digital services at TrojanOne."