Rugby is one of the fastest growing sports in Argentina. Big burly guys hitting each other at a hundred miles an hour with no pads makes great TV, but why just watch when you can join in. Enter creative marketing wizards Ogilvy. When the beer company Cerveza Salta wanted to get fans more into the game they developed a vending machine that would only dispense beer if tackled. No Fonz like love tap to the jukebox here, only a full running tackle will cut the mustard and avoid humiliation. A light up scale on the side called the “Pussy Meter” shows the world your performance and ranges from a chicken to a bull. Now this isn’t free beer. You still have to pay for it and then hit it. So it is probable that some poor sap spent his money and had to walk away from this thing giving a free beer to the next guy. Vegas rules man. You leave the machine it’s fair game.
So far the machines seem to be a success bringing a 25% rise in purchases. There will soon be a sushi machine for sumo hits in Japan and a French wine machine that reacts to how mean you are to it. OK. None of that is true, but we are crossing our fingers for an American version so we finally have an excuse to invite James Harrison out for a beer.