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GARCIA - PUBLISH Case Study (Midterm)
- 1. Case Study of BOS Ice Tea’s unique vending machine TWITTER-POWERED VENDING MACHINE Submitted by: Dominique Garcia
- 2. BOS A South African ice tea brand Uses the rooibos, a herb found in South Africa, as a main ingredient Founded by Grant Rushmere and Richard Bowsher, a tea farmer and entrepreneur
- 3. Mid-2012, Twitter was (and is still) a growing medium for sharing information with people around the world. The BOS Ice tea brand was smart enough to create a unique way of riding along Twitter’s growing popularity to get their product out in the market. TWITTER POWERED VENDING MACHINE
- 4. Alongside creative advertising agency CowAfrica, they (BOS) created a vending machine in Capetown powered by tweets. They named the machine BEVMAX 4-45, or demonstratively known as BEV. TWITTER POWERED VENDING MACHINE
- 5. BEV dispensed BOS Ice Tea samples when users tweeted specifically to @BOS using the hastag #BOSTWEET4T This movement uses the trend of uniquely incorporating a social network to distribute samples and generate buzz online. HOW WAS IT USED
- 6. Since it was aimed locally, it became a buzz just around where it was based (which was in Capetown). But the campaign did succeed in building brand recognition – increased followers, costumer engagement Named as one of the Best Twitter Campaigns of 2012, by Ignite SocialMedia(.com) AFTERMATH
- 7. SOURCES Actual video of vending machine-https:// www.youtube.com/watch?v=m zUXa6JThVQ http://en.wikipedia.org/wiki/BOS_Ice_T ea http://www.adzag.co/2012/06/19/twe et-for-a-tea-the-twitter-powered-vending- machine/ http://www.simplyzesty.com/Blog/Arti cle/October-2012/5-Brilliantly- Creative-Campaigns-That-Used-Twitter http://www.ignitesocialmedia.com/twi tter-marketing/the-best-and-worst-of-twitter- 2012/