There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.
Cadbury is giving chocolate lovers a social media-enabled way to discover what Dairy Milk flavour they are best matched with through a new Flavour Matcher app that uses an individual's Facebook personality.
The app uses a consumer's likes and interests, such as brands, charities and consumer trends they follower to calculate their product match from the Cadbury Dairy Milk range.
The snacking company took the idea to the streets in Sydney on 19 June with what it claims is the world's first flavour-matching, Facebook powered vending machine called The Joy Generator. Users login their Facebook profile and receive their matching block of chocolate for free from the Cadbury Dairy Milk range including Milk, Hazelnut, Peppermint, Fruit & Nut and Snack.
Once consumers have their chocolate of choice, the machine snaps a picture in a social media-enabled picture booth so they can share the experience online.
The vending maching will be in Sydney on the 19 and 20 June in the Customs House Forecourt at Circular Quay, before moving to Melbourne's Federation Square on 23 and 24 June. The Flavour Match app will launch on the Cadbury Dairy Milk Facebook page in coming weeks.
“The Joy Generator and Flavour Matcher app are exciting world-first technologies that use insights from our research team to link flavour to likes and interests on people’s Facebook profiles," Cadbury Head of Marketing, Ben Wicks, said.
"It’s a unique social experiment and we’re looking forward to getting the nation involved in the coming weeks and finding out which flavour matches come out on top.”