Coke's three steps for IoT marketing

This event report outlines how Coca-Cola, the soft drinks manufacturer, is seeking to use vending machines as part of its marketing strategy for the Internet of Things (IoT).

Coke's three steps for IoT marketing

Stephen WhitesideWarc

Coca-Cola is transforming its vending machines from simple dispensers of cans and bottles into the forerunners of an Internet-of-Things (IoT)-inspired marketing revolution.

"When you think about vending in general, it's not this obscure box that feeds off these dollar bills that you never get back. We think of it as our retail store for our brands around the world," Derek Myers, Group Director/Strategy & Commercialization at Coca-Cola North America, said at MediaPost's OMMA Conference at South by Southwest (SXSW) 2016.

Many such "retail" hubs already are interactive marketing channels in their...

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