Dubbed the ‘Proper Dropper’, passers by in London’s Ely’s Yard, Shoreditch, will be able to strap into the life-sized claw machine in a bid to win free Proper snacks.
Also up for grabs are thousands of pounds worth of items by clothing brands Fila and Nicce, fashion rental service ByRotation and tech by Sonos hidden in golden packets.
The claw’s pit, which is open for a single weekend between 28-29 October, will hold some 16,000 packets of snacks and prizes.
“The human claw goes right to the heart of our brand – another moment where we totally reimagine a childhood arcade game, and stop people in their tracks with our creative ambition,” said Proper Snacks co-founder Cassandra Stavrou.
It’s not the first time the brand has embarked on guerilla-style viral marketing to engage the public. Its previous escapades include giving London buses a pink ProperCorn makeover and touring the UK in a similarly vivid pink cement mixer.
“Proper is a brand that has always been about bringing fun and creativity to the every day,” Stavrou added. “So, we decided to turn up and give the public something unforgettable.”
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