Sweet PR Success by @Lisa_Middleton_
Woke up this morning to some sweet news from across the pond…the first 24 hour cupcake vending machine has been launched in New York.
The vending machine comes from Sprinkles bakery, but it’s not the company’s first cupcake ATM. The first was launched in LA last year. So, how is it that it seems to have only gone mainstream in the media now? I guess in the city that never sleeps, it was only a matter of time before it was launched there and I suppose that’s been the PR hook. On my search for more info I found this great link about other quirky ATM’s in NYC.
Fancy getting your hands on a rare gold coin at 3am? There’s an ATM for that in New York (http://untappedcities.com/2014/03/24/5-quirky-atms-vending-machines-in-nyc-cupcakes-gold-bike-parts-makeup/).
In a city where people always seem to be rushing – even when you’re there on holiday – I suppose cupcakes on the go will be a hit. I loved the cute pink style of the vending machine and the lovely card boxes they come in, but logistically will it work? I can definitely see it becoming a bit of a tourist thing – like getting a slice of New York cheesecake, etc – but if you really have to get that 5am cupcake and the vending machine is out, will you be left with a bad taste in your mouth? So, good PR for a great, fun, workable product or fantastic PR for a mediocre product which has the potential to turn sour? What do you think?
In a world of instantaneous reward a la Verruca Salt (I want it now), I reckon it will be a hit. Sprinkles just need to make sure that they can keep up with the cupcake demand.
Check out the video of Sprinkles’ 24 hour cupcake vending machine here
ABOUT THE AUTHOR
Lisa does comms and PR in the North West and tweets from @Lisa_Middleton_