Shake It To Win It
- Brand
- Dutch Mill
- Year
- 2026
- Objective
- Sales
- Industry
- Food & Drink
- Platform
- Web
- Agency
- KNOCK Consulting
- With
- Monster Dev
- Published
- 1
At any of over 500 Dutch Mill vending machines across Thailand, a shopper finds a "Shake It to Win It" QR code and scans it with a smartphone camera.
- 2
The scanned link opens a mobile game that sets a target number of shakes; the player must physically shake the phone to drive an on-screen counter up to that target.
- 3
Reaching the target wins a free SoGhurt drink on the spot; across the campaign, players claimed 30,653 free samples this way.
- 4
Immediately after each attempt, the game shows the player's current rank on a real-time nationwide leaderboard of all players.
- 5
Players can repeat the shake challenge to try to climb the leaderboard; on average, each player played 4.46 times.
Objective
Dutch Mill wanted Thai shoppers to try its new SoGhurt drinking yogurt, but free samples tend to read as worthless — something you take without thinking and forget. Drawing on the logic of claw-machine arcades, where people happily pay more than a toy is worth just to win it, the brand set out to make its sample feel like a prize earned rather than handed out, without putting promoters on the ground at every machine.
Solution
A shopper spots a Dutch Mill vending machine branded as a game and scans the QR code on it with their phone. That opens a mobile shake game: a counter tracks how many times you physically shake your phone, and you keep shaking until you hit the target number. Hit it, and the machine dispenses a free can of SoGhurt. Right after the attempt, the screen shows your rank against every other player in the country in real time, and you're free to scan again and try to climb higher — players shook their way through the game 4.46 times on average.
Results
30,809 people played across more than 500 vending machines nationwide, racking up 137,524 plays (4.46 per player) and claiming 30,653 free samples — all with zero promoters staffing the machines.
