Argentina is the country with the most soccer fans in the world. However, in the Salta Province, in the north of the country, most residents enjoy rugby instead. To promote the Argentinean beer brand ‘Cerveza Salta,’ creative agency Ogilvy created the ‘Rugbeer’ vending machine. The structure has a built-in sensor that requires consumers to tackle the machine with a certain amount of strength in order to receive their beverage.
The concept behind this interactive vending machine is similar to Coca-Cola’s ‘Hug Machine’ where users had to physically hug the dispenser to get a free can of Coke. The Rugbeer was so popular that it toured the region and led to 25% more beer sales in the bars it visited.