The Melting Machine is a new guerrilla marketing campaign that has been set up in Buenos Aeries by 7Up.  A ‘vending’ machine made entirely from ice, offers up a cold drink on a hot day.

As the machine melts, passers-by are invited to grab a 7Up, and to guess what time they think the last can will be freed from the ice. This guess is made via Twitter using the hashtag #MeltingMachine and gives the company a great way to attract attention as a PR stunt and by using social media in an integrated campaign.