A social media-enabled vending machine will make an appearance as part of this year’s Oscar events. Vanity Fair—a magazine of pop culture, fashion and current affairs—is luring Oscar bloggers to its pre-show events with a Twitter-activated vending machine, as seen in Adweek.
The magazine’s publisher, Chris Mitchell, explained that attendees can use the Twitter vending machine to receive rewards and prizes. Every “mention” leads to points, which can be redeemed for prizes such as jewelry or cocktail shakers.
The Vanity Fair social media vending machine isn’t the first to be used as an incentive-builder in the fashion industry. Just a few months ago, Eddie Bauer shoppers in New York could trade tweets for store products and H &M used a vending machine to dispense golden tickets to a VIP shopping event.