Grand Central Terminal’s Vanderbilt Hall has hosted many quirky pop-ups over the years, but the Nature Exchange Vending Machine stands out as a wild, one-of-a-kind promotional stunt. Launched by Procter & Gamble’s Old Spice brand, this oversized, interactive vending machine ran for just three days—from February 12 to 14, 2015—turning the bustling Midtown hub into a makeshift urban jungle. It was all in celebration of Old Spice’s “Fresher Collection” of body washes (scents like Timber, Amber, and Citron), blending eco-adventure vibes with the brand’s signature absurdity. Think: swapping a squirrel tail for a drone, because why not?
What Was the Machine?
- Concept: Dubbed the “Nature Exchange,” it wasn’t your standard snack dispenser. Instead, it invited commuters and tourists to “trade” natural oddities for manly prizes. Deposit an item from the wild (e.g., a pinecone, snake skin, or owl pellet), and out popped a reward—no cash required. It was framed as a “reward for fans” who embraced the great outdoors, even in NYC’s concrete chaos.
- Setup: Nestled in East Vanderbilt Hall (the grand event space off the main concourse), surrounded by fake pine trees, prickly plastic grass, and faux wilderness backdrops. The machine itself was a massive, custom-built beast—taller than a person, with slots for “deposits” and dramatic reveal mechanics.
- How It Worked:
- Pick a category on the touchscreen (e.g., “Exotic Finds” or “Everyday Nature”).
- Insert your nature item into the designated slot—judged by hidden sensors or staff for authenticity.
- Receive a randomized prize, scaled to the item’s “wow factor.”
- Why February 12–14?: Timed for Valentine’s Day weekend, it tapped into spontaneous romance (or bromance) with a nod to “fresher” scents for dates. The short run built hype—lines formed quickly, and it went viral on social media.
Trade Examples & Prizes
The exchanges were delightfully bizarre, emphasizing rarity and humor. Here’s a snapshot of what people traded and got back:
| Nature Item Deposited | Prize Rewarded | Vibe/Notes |
|---|---|---|
| Pinecone or Twig | Old Spice body wash kit or towel | Basic entry-level trade for everyday finds. |
| Snake Skin or Brain Coral | High-end gadget like a portable speaker | For exotic hauls—proved you were a real adventurer. |
| Owl Pellet or Squirrel Tail | Drone or custom-engraved flask | Top-tier rarities; the “jackpot” for dedicated foragers. |
| Feather or Seashell | Scented cologne sample pack | Quick, low-stakes fun for casual participants. |
Prizes totaled over 100 items, all Old Spice-branded, with a focus on grooming essentials. No item was too weird—staff verified deposits to ensure they were genuine nature-sourced (no fakes!).
Impact & Legacy
Post-2015: It didn’t return, but inspired similar experiential marketing.
Crowd Draw: It pulled massive lines during rush hour, with hundreds participating daily. Media outlets like Adweek called it a “generous and oddly specific” stunt that humanized the brand. Social buzz exploded, tying into Old Spice’s irreverent ads (remember “The Man Your Man Could Smell Like”?).