NORTH CANTON -- Diebold, Incorporated (NYSE: DBD) has aligned with the makers of Snapple all-natural beverages to create the Snapple Wrap Program, which entails covering selected ATMs in six states with a vinyl wrap that bears Snapple logo.
The Snapple Wrap pilot is designed to test how well the non-traditional advertising impacts Snapple sales in retail outlets such as grocery and convenience stores.
"We've delivered a packaged (ATM) product that's eye-catching and colorful, and will hopefully link product sales with cash dispensing machines," said Thomas W. Swidarski, Diebold's vice president of Global Marketing. "The results from this pilot will help us analyze the impact of an ATM-based marketing plan."
"The Snapple Wrap Program will help us evaluate whether using a retail ATM as a miniature billboard will resonate with customers," said Steve Jarmon, vice president for Snapple Communications.
The pilot was created through Diebold's "Advertise 2 Maximize" program,
which secures advertisers for its customers on a local, regional and national level. In addition to wraps, advertisers can brand ATMs with printed receipts, on-screen messages or signage.
Card Capture Services, Inc., an E*TRADE Company based in Portland, Ore., that offers turn-key ATM programs, located the terminals for the program, which runs July through September on ATMs in Baltimore; Chicago; Indianapolis; Harrisburg and Lancaster, Pa.; Hartford and New Haven, Conn. and Raleigh-Durham, N.C.
Diebold and CCS partnered for an advertising program with Rite-Aid last September. That three-month pilot featured on-screen ads and receipt-based coupons.
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