A new Coca-Cola machine at the National University of Singapore dispenses free beverages in exchange for hugs.
The red-and-white machine has the word "Hug Me" written across the front in Coke's signature font.
The machine is programmed to dispense a Coke when a person wraps their arm around it.
The "Coca-Cola Hug Machine" is the result of a marketing campaign cooked up in collaboration with advertising firm Ogilvy & Mather, according to a news release.
"Whether you were hugging the machine or experiencing the event online, our goal was the same - to put a smile on your face and share that emotional connection," Coca-Cola Company spokesman Leonardo O'Grady said in the release. "Reactions were amazing… people really had fun with it and at one point we had four to five people hugging the machine at the same time as well as each other!"
The soft drink giant plans to introduce more Hug Machines in locations across Asia.