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# The Smile Machine
- URL: https://www.protein.xyz/the-smile-machine/
- Published: 2012-06-27T10:48:31.000Z
- Updated: 2025-05-28T11:02:21.000Z
- Description: Toyota's new campaign in South Africa gets passers by tweeting for sweets from a Wonka-inspired gumball machine.
- Author: Protein
- Tags: Seeds, #protein, #Import 2024-06-11 13:15, #author-change-2025-05-28

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3959/81282f96-0575-406d-b87f-a57f7e8f61c6.jpeg)

To promote the [Toyota Etios](http://www.toyotaetios.in/?ref=protein.xyz) launch in South Africa, Toyota teamed up with design agency [Thingking](http://thingking.co.za/?ref=protein.xyz) to create an interactive campaign which involved passers by tweeting for sweets from a Wonka-inspired pop up machine.

Their campaign, "Here to make you Smile" involved the creation of the "Smile Machine" which was situated in an abandoned shop front. Passers by were encouraged to tweet what made them smile with the hashtag 'etiosmile'. This unlocked the Smile Machine to crank into action, releasing a gumball at the top of a obstacle course of recycled items from Capetown's weekly car boot sale. As the gumball made its way through the course, it activated music, dancing toys, a polaroid camera, and a host of other fun distractions.

The beauty of the machine is in its construction, with each switch and trigger visible on the system that took the designers almost 3 weeks to create. Magical and playful, its a great campaign which engages consumers with its simple charm.

"[Tweets for Sweets](http://thingking.co.za/service-work/tweet-for-sweets-toyota-etios/?ref=protein.xyz)" is now up and running at Muti, 3 Vredehoek Avenue in Cape Town.

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3959/b3cf79ea-3102-4bf1-b455-2f2ac2bd6206.jpeg)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3959/3e6e60a2-19bb-4373-8b07-90e3ce3de986.jpeg)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3959/718c021f-b5b6-4b7f-85e3-d89d33f8a1f9.jpeg)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3959/ec332b5b-f8e0-4634-9849-19bf41f2944c.jpeg)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3959/ff6ba287-676d-4ddf-a55c-70e7deaf1c7d.jpg)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3959/87df573f-6504-4aa7-901a-7369c63386eb.jpeg)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3959/c52bf96d-e8ca-4081-80f9-0d777a6fc793.jpg)