Currently on platforms 5 and 6 of JR Ikebukuro Station there are vending machines dispensing free cans of a new UCC Coffee drink. At random times twice a day for one hour each lucky people visiting the pop-up shop “mediacure” booth on the Yamanote Line platforms can receive samples.
This campaign is hoping to build up buzz for no-sugar coffee UCC The Clear (120 JPY, $1.3), aimed at male consumers in their twenties to forties. Apparently, the organizers are worried about a scrum to try to claim free drinks and will have security staff on hand to keep things safe.
[Image via Insightnow.com]
People waiting around on platforms are in need of distractions, making the spaces prime spots for advertising or sampling campaigns like this one. The mediacure booth is a great tool, offering digital signage, vending machines and a physical forum to push your product to nearby consumers with little to do with their time. Given the target for UCC The Clear, a line like the Yamanote and its rush hour hordes of salarymen, is a great choice for channeling samples to the right people.
The campaign runs until 28th March, the day before UCC The Clear goes on general sale. Of course this isn’t the first time that the Yamanote line has experienced a marketing overhaul. We loved the Meiji Chocolate campaign last autumn that saw entire trains becoming branded.
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