(Image credit: Coca Cola)

Although their latest social media ploy might look ridiculous, Coca Cola has struck marketing gold.  A vending machine in Singapore is offering free cans of Coke in exchange for a hug.  When you hug the red machine labelled with the words Hug Me, and squeeze the sides, a can of soda pops out.

The machine was installed at the National University of Singapore and photos of people hugging the machine have taken social media by storm.

This regional initiative was created by Ogilvy & Mather as part of Coca Cola's "Open Happiness" campaign.

"Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large," said Leonardo O'Grady, ASEAN IMC director, in a statement.

"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."

The company plans to unveil more machines across Asia.