I’ve got mixed feelings about this one: is getting people to bow down to your product the most awesome thing ever, or just plain humiliating? Personally, I’m embarrassed for all of the people in the video below. Except for the grandmotherly lady who takes the initiative and hits the button 100 times for her free rice snack.
So what is this thing? It’s Australia’s Fantastic Delites new marketing campaign produced by Clemenger BBDO called “How far will you go for Fantastic Delites?” As you’ll see below, people go very far indeed. Dancing, literally getting on their knees and bowing to the machine, doing the chicken dance, pressing the button 100, 1000, and even 5000 times–it’s degradation at its best. For rice snacks. RICE snacks, people! Does that even sound worth it to you? For better or for worse, our opinions actually don’t matter because the video shows that type of marketing to be effective –just look at all the crowds! I think a major part of the appeal is just that–it draws a crowd and attracts attention. People stop what they are doing to watch another human make a fool of his or herself. And then of course they become curious, what is this thing, what’s it for, who is Fantastic Delites, and maybe I want one.
This is a fantastic example of interactivity in marketing. It’s pushing the limits of human-machine interaction, all while making a name for Fantastic Delites not just at its location, but around the world because of that video. I’m impressed. And slightly repulsed. But mostly impressed.