Digital signage powers next-gen vending machines

March 27, 2014

A multibillion dollar snack conglomerate is rolling out a digital signage-powered vending machine network to promote and sell brands ranging from Oreos to Chips Ahoy! to Sour Patch Kids.

The diji-touch interactive vending machines from Mondelez International Inc. also integrates gamification, mobile and social media applications, and the company said recently that the forthcoming initial deployment of diji-touch is part of a national rollout occurring within the next 18 to 24 months, with a goal of 1,500 machines deployed in the first year. The machines will be situated in hospitals, colleges and universities, and high-traffic location types such as museums and public transit depots, the company said.

Mondelez International, which comprises the global snacking and food brands of the former Kraft Foods, has annual revenue of approximately $36 billion and operations in more than 80 countries, according to Wikipedia. The company is powering the diji-touch machines with the digital signage content management platform from BroadSign International LLC, according to an announcement from BroadSign.

"It's an exciting new advertising platform, and a unique and effective way to talk to your audience at the point of purchase," the company said in a video about the machines.

The diji-touch machines feature interactive, touchscreen-enabled LED monitors, Microsoft Kinect motion sensors and NFC readers. HD motion graphics and 3D views of packaging, ingredients and nutrition facts contribute to an average dwell time exceeding six minutes and a threefold sales increase according to Beta Test results, the announcement said. This offering of heightened consumer engagement at the point of purchase presents media placement opportunities for both endemic advertisers whose products are in the vending machines and non-endemic advertisers seeking a digital out-of-home network.

"We became aware of BroadSign when our agency, Digitas, conducted an RFI and RFP to determine who offered the highest grade solutions for digital out-of-home ad serving," Mondelez Director of Marketing Foodservice Michael Miller said in the announcement. "BroadSign software was selected as the best fit for our needs because it supports the development of interactive features allowing the diji-touch network to create unique connections with consumers as they purchase products."

The diji-touch network is intended to increase the level of interaction achievable in Mondelez's multichannel campaigns. In promotion of Oreo, one of Mondelez's nine billion-dollar brands, consumers are invited to draw a smile in the icing of an Oreo cookie on a diji-touch screen prior to purchase.

"BroadSign prides itself for bringing constant innovation to the digital signage industry, and as such, we are thrilled to support the diji-touch network," BroadSign Vice President of Sales Skip Beloff said in the announcement. "These interactive vending machines completely change the traditional consumer experience, and our software is a safe bet for enhancing future interactions."

The machines also offer mobile couponing, loyalty and payments:

(Editor's note: Digital Signage Today reached out to Mondelez for additional information on the diji-touch rollout, so far unsuccessfully, and will update this story when and if possible.)

Topics: Advertising , Content Management , Interactive / Touchscreen , Mobile Interactivity , Trends / Statistics

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