A special sort of coca cola vending machine is being used at locations around the world – and filmed. The machine takes hugs instead of money, and reactions have been quite funny. First used on a reality TV show, they have now been placed in Universities and various other locations in Asian markets.

Hosted all around the world now, if you happen to be in the neighborhood of a machine and feel like sharing a hug, you can simply walk up and embrace the machine to have a chance to do just that.

The machines were installed as part of Coca Cola’s “Open Happiness” campaign in 2009. Open Happiness was created as a campaign for The Coca-Cola Company following the company’s “Coke Side of Life” advertising campaign. The hope of the campaign is to “loosen up” the normally very straight laced, disciplined Singaporeans, and leave them in a more positive and friendly frame of mind. Much like the idea that smiling is contagious, getting something for free creates positivity which is also contagious.

A representative from the company’s “Open Happiness” campaign, Leonardo O’Grady, was quoted as having said “The Coca Cola Hug Machine is a simple idea to spread some happiness. Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large.” Since the opening, the reaction videos have been shown on YouTube and various television talk shows around the world, enjoying a moderate amount of fame.

I tip my hat to Coca Cola – this is one campaign which appears to have been extremely successful. Have a look at one of the reaction videos here: