Pepsi Vending machine lets you send a Pepsi gift.

Coca-Cola launched a viral video last year that featured a magical vending machine that spat out pizzas and free Cokes. Now, rival Pepsi has introduced a real vending machine that has a magical property of its own: It’s social media-enabled.

PepsiCo’s Social Vending Machine, announced Wednesday at a trade show in Chicago, lets users send free soda to their friends. To do so, users select a beverage and enter the recipient’s name, mobile number and personalized text message with a code redeemable at another vending machine. Consumers can personalize the message with a short video recorded by the machine. There’s also an option to send a free beverage to a stranger.

The new machine “extends our consumers’ social networks beyond the confines of their own devices and transforms a static, transaction-oriented experience into something fun,” said Mikel Durham, chief innovation officer at PepsiCo Foodservice, in a statement. Not surprisingly, Coca-Cola is also experimenting with the possibilities of vending machines. Aside from its fictional “Happiness Machine,” Coke has also introduced interactive machines with touchscreens.

Though Pepsi’s model represents an evolution in the possibilities for vending machines, the lack of a Facebook or Twitter tie-in is a glaring omission. But considering some recent experiments with Facebook-enabled objects, a vending machine tie-in with the social network seems imminent. A PepsiCo rep says Facebook or other social media integration “are Phase 2 — being explored as it evolves.”

Todd Wasserman for Mashable

Rebel Sport turns to distinctive taste of Rhubarb

Australian retail sporting giant The Rebel Group, encompassing both Rebel Sport and Amart, today announced the appointment of their new agency partner, Rhubarb Advertising.

Founded by Helen Cowley (left) who has 14 years experience in the industry, Rhubarb will be responsible for the strategic and creative implementation of The Rebel Group's retail approach and is tasked with streamlining their campaigns into more 'sticky' integrated solutions.
Cowley, who has worked on some of Australia's most prominent retail brands including ALDI, OPSM, Ella Baché and Budget Eyewear, started Rhubarb because she saw a gap in the market for a retail focused consultancy that understood how to integrate all channels in a way that engages consumers.

Says Rory Scott, general manager of Advertising and Merchandising at The Rebel Group: "Until now, we have kept all advertising and digital in-house, so this marks a huge step for us.

"After working with Rhubarb on a couple of projects and seeing the standard of work they delivered, we felt they really understood our business. We wanted a mix of experience and fresh thinking and it's exactly what we got."

Rhubarb's specialist staff will review all communication opportunities for Rebel and Amart across press, poster and online advertising, TV commercials, catalogues, POS, VM and in-store experiences to deliver bespoke advertising campaigns.

The company's work will start with the Autumn Winter Apparel campaign as well as the biggest Fitness campaign in Rebel's calendar.

Says Cowley: "We are excited to be working with the teams at Rebel and Amart and to have gained their trust and support. We look forward to the challenge that lies ahead in delivering Australians the future of sporting retail."