Free Beer for Doing Absolutely Nothing

Last month, Douwe Egberts surprised weary air travellers with their yawn-activated coffee machine. Before that, Pepsi set up a vending machine that exchanged drinks for Facebook likes, rather than cash. Now, Amstel Bulgaria has taken the concept to a new level, with a vending machine that gives a beer to anyone who can stand still for three minutes.

As you can see from the video, it's not necessarily as easy as it looks. Checking your mobile phone, for example, can prove to be something of a thirst-prolonging distraction. Despite our modern propensity for restlessness, however, Amstel did manage to give away 1,344 beers over the course of 16 days, which equates to a daily average of 84 giveaways and a total of 67 hours of rest time. The machine was placed in Sofia, Bulgaria's capital, where drinking in public is still legal.

The promo is a collaboration with creative agency NEXT-DC, whose goal is 'to keep the conversation between brands and their customers alive and inspiring'.

[via PSFK]