JetBlue and CocaCola just released a hidden camera experiment that they set up in New York’s Penn Station. They placed a Coke vending machine in the middle of the station but instead of it giving out just one bottle of soda, it gave two. The object was to see if busy New Yorkers/travelers would share their extra Coke or keep it for themselves.
In one day, the machine garnered more than 150 unique transactions and JetBlue and Coca-Cola were there to see what happened next. They said they couldn’t follow everyone but approximately 70 percent of shares were between an individual and a stranger.
The most common reason for sharing? “I got two and only needed one, why wouldn’t I share it?”
Consumers who shared on the spot also earned a surprise reward of roundtrip travel certificates delivered by JetBlue crewmembers.