Inspired by vending machines, the installations were positioned in London, Manchester, Birmingham and Glasgow and filled with more than 3,500 mystery prizes.
Consumers and commuters were encouraged to tweet a selfie accompanied by the hashtag #TryYourLuck in order to experience the brand activation. They unlocked a random prize in the activation, which dropped to the bottom exactly like a conventional vending machine.
Lucky gifts ranged from packets of crisps and sweets, to £50 notes, iPads and even a £1,000 cheque.
Sky worked with The Promotions Factory and CreateLondon on the experiential campaign It also commissioned research on Brits’ perceptions of luck to support the programme’s launch.
More: Topshop unveils world's first Twitter-powered crane
In pictures: Benefit's Twitter-powered vending machines launch in London
Five of the year's top social-powered activations
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.
