Pepsi Co is borrowing from the interactive vending machine model in a new campaign it is testing in several cities. It has installed 1,500 of its so-called Dream Machine interactive kiosks in more than 20 states to date. The kiosks do more than accept recycled bottles and cans. They also offer discounts and coupons at places like Dominos, Johnny Rockets, and Marriott hotels in exchange, Fast Company explains.

People insert bottles and cans into a chute and the machine calculates how many points the trash is worth. They then get a receipt that can be redeemed at Greenopolis.com for rewards. Users can also get free Pepsi products and free tickets to concerts, among other things.

The Kraft Model

Increasingly marketers are viewing kiosks as another touch point for media-saturated consumers. A Pepsi Co. brand, Kraft, is experimenting with this approach via an interactive, touch-screen vending machine it is beta-testing that not only gives consumers nutritional information about the products they are buying, but also interactive advertising and targeted promotions.

Kraft Foods is producing the devices - called Diji-Touch machines - with Crane Merchandising Systems, Samsung and Digitas. The vending machine features an embedded networked computer and a 46" Samsung LCD touch-screen panel - collectively known as uVending technology. It can deliver animated and interactive advertising - both banner and full-screen - as well as video advertising and promotional offers. The machines could be rolled out as soon as the second half of this year.

Another, more traditional example are the DVD kiosks, that have become fixtures outside of convenience and grocery stores in recent years. A survey by The Nielsen Company found that 34% of movie renting households had rented a movie from a kiosk (via MarketingCharts). In addition, households renting from a kiosk are increasingly turning to kiosks to rent movies with 63% reporting that they had rented more movies from a kiosk in the past 12 months compared to the prior 12 months.