WHY? The goal of this tactic is to increase Warby Parker’s brand awareness while providing a fun and interactive way to connect with the product. My idea is to create a “smart” vending machine that can safely store and dispense frames for people to try on. Warby Parker currently has an at-home tryon program where you can pick five of your favorite frames from their website and have them shipped to your house so you can try them on before you purchase. Instead, I want to skip the shipping step and make the frames accessible through the vending machine.
On the left side will be a built-in full-body mirror, in the middle will be in the vending machine with thick glass and the frames displayed with nice lighting. On the right side will be a built-in touchscreen computer and/or iPad where customers can order their favorite frames right there. The machine will be placed downtown in large cities (L.A., Chicago, and New York). There will be a hidden camera with a wide angle above the machine and another one in the center of the machine. That way the footage can later be made into a commercial or other tactics. I chose this tactic because I think it’s creative and different. It gives the user a new way to try on and experience trying on frames and purchasing new glasses online. I think placing this machine in the city adds to the “mysteriousness” of the tactic potentially adding to the success.
Created for CAP 315 - Copywriting @ Grand Valley State University