The yellow coloured machines were filled with tester size versions of Benefit’s Porefessional face primer as well as its Porefessional: Licence to Blot oil-blotting stick. They were manned by brand representatives dressed in blue trench coats.
To access the free product, members of the public received a code on their mobile devices, which directed them to the machines. One was located outside of the beauty brand’s global flagship store in Carnaby Street; meanwhile the other was situated at London’s Malmaison Hotel.
Once they reached the relevant vending machine, participants were required to use a Twitter hashtag, at which point they could collect the product.
Benefit worked with creative agency Breed as well as CreateLondon to devise the experiential activity. In May, Create London executed a Twitter-powered vending machine for Topshop, which was installed within the fashion retailer's Oxford Street flagship store.
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