Coca-Cola vending machines to offer mobile content

Consumers will be able to transfer content directly from the vending machine to their mobile phones via Bluetooth technology.

The Urban Digital Vending terminals, manufactured by Inspired Broadcast Networks, have been tested in Dublin. The machines, aimed at 18- to 25-year-olds, were placed in fitness centres and key retail locations.

An IBN spokeswoman said the development aimed to encourage more consumers to use vending machines, increasing their revenue potential.

'Trials have shown the extra services have doubled the revenue of a traditional vending machine,' she added.

The technology is to be used initially in 200 vending machines across Ireland. If it proves popular, the machines are expected to be rolled out across Europe. The UK and Italy are the next markets slated for the service.

Coca-Cola has been quick to capitalise on technology to attract young consumers. Last year it created music download site mycokemusic.com, which gave away 20m free music downloads to consumers.

Separately, Coca-Cola is seeking a digital agency to undertake a global interactive marketing campaign, which will incorporate a major mobile element.

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This article was first published on Marketing