How a UK Snack Maker is Using Social Media to Increase Product Sampling


Walkers Crisps has launched a creative “Tweet to Eat” campaign in an effort to build buzz for its new flavors of chips. The project called for the installation of Twitter-powered vending machines in busy bus shelters throughout London. These interactive machines actually pass out free samples to passersby in exchange for tweets. To ensure that the machines captured attention, the company took vending to the ultimate virtual level by having the lifelike image of Walkers ambassador Gary Lineker sitting, snacking, and interacting with passersby inside of the vending machines. His virtual image encourages people to tweet for a free sample, and once the machine detects that a tweet has been sent, his image sends out a bag of chips to the hungry social media users. DigitalBuzzBlog.com featured a video of the virtual vending machine to show how social media can be creatively used to promote product sampling.

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