This year at Cannes Lions lots of people could interact with a new Coca Cola vending machine.

One that, besides delivering the product, delivered a new buying experience.

Before that, I watched a video of a Samsung’s person explaining its functionality, but it’s a huge jump when you observe people interacting with it.

It’s interesting to see how, through this technology, Coca Cola amplifies the experience at the moment of buying. A precious moment when the consumer has his attention totally focused on it and the brand can give something more than just the product.

It’s not just a moment for a “refreshing pause”, but a huge opportunity for the brand to be more relevant, to surprise and present a piece of its storytelling in a delightful way.

Also, this is a nice example of how great interactions can generate more interests for brands.

A natural thing if we think that the more pleasant an experience is, the more we want to repeat it.

Maybe, this is the little truth and desired effect behind the touch-screen.