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Brief Published: 14 Feb 2013

Coca-Cola Cash Machine Dispenses Free Money

Extra

Corporate drinks giant Coca-Cola has created a cash machine in Spain that dishes out 100 euros free to members of the public without the need for a debit card.

Conceived as part of Coca-Cola’s Share Happiness campaign, the ATM of Happiness rewarded passers-by who decided to interact with the machine – stipulating only that the recipient shared their windfall with others. Instead of giving options to withdraw cash or check an account balance, the machine suggested ways in which the user could share the payout.

Coca-Cola says it doesn’t know what all the recipients did with the money, but the accompanying video suggests many people took the request to share the money on board. The video shows people giving basketballs to local teenagers, packs of nappies to mothers and theatre tickets to an elderly couple.

The ATM is a new imagining of the brand’s Happiness vending machines, which have travelled the world dispensing free beverages, food and gifts to unsuspecting consumers. For more on how brands can leverage happiness to build a stronger connection with consumers, take a look at The Happiness Economy.

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