Unilever rewards smiles with ice creams in experiential push

Smiling consumers will be rewarded with ice cream thanks to a new Unilever-owned vending machine that uses face reading technology. See it in action here.

Unilever, owner of ice cream brands including Wall’s and Ben & Jerry’s, is to use the machine in high-traffic locations such as shopping centres globally in an 18-month tour.

It lures passersby with an attractor screen. As they get closer, the machine prompts the person to give a big smile, which is then analysed by a ’smile-o-meter’ to determine how happy a person is. With permission, it takes a photo which is then uploaded to Facebook. They can then pick out an ice cream using a touchscreen interface. The machine can been seen in operation here.

It was created by SapientNitro and forms part of Unilever’s new mission for its ice cream brands, which is to encourage people to share small moments of happiness.

The machine was unveiled at the Cannes International Advertising Festival, where ice creams will be given away for free. When the machine goes on tour, however, users will have to pay for the ice creams as with ordinary vending machines.

Ian Maskell, global brand development director for Wall’s at Unilever, says: “We’re really excited about the possibility this new technology holds for Unilever. It offers a revolutionary new way for consumers to buy ice cream and, simultaneously, a revolutionary brand experience.”

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here