Case Study

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ZaZZZ is the world’s first consumer-operated, age-verifying and climate controlled marijuana dispensing machine. Created by American Green, ZaZZZ was designed to facilitate fully unattended purchases inside a dispensary or other regulated cannabis establishment. The first ZaZZZ launched in April 2014 with a single machine inside Herbal Elements medical marijuana dispensary in Eagle-Vail, Colo., followed by a second ZaZZZ inside Doctor’s Orders in Denver. After a successful Mile High City launch, ZaZZZ made its February 2015 debut inside Seattle Caregivers, a medical marijuana dispensary in Seattle. There are several ZaZZZ marijuana vending machines slated to begin operating in Northern and Southern California in mid-2015.

ZaZZZ has the capability to dispense a wide range of marijuana flowers, cannabis-infused edibles and merchandise stocked by its respective medical marijuana dispensaries. The machine is equipped with an advanced ID-scanner to verify a user’s identity, age and additional data before dispensing selected items. For now, ZaZZZ is only available for use by those with a valid medical marijuana license.

THE PLAN

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Serendipit created and implemented a strategic public relations campaign to support the launch of ZaZZZ in Seattle. The Serendipit team secured media coverage on all six local news affiliates, two local radio stations, in more than a dozen local print publications and in national media outlets including USA Today, Reuters, FOX News, NBC News and Huffington Post. Additionally, ZaZZZ was mentioned during the opening skit on Jimmy Kimmel Live. In February alone, there were more than 1,000 mentions of ZaZZZ on TV newscasts across the country and more than 60 media placements in local, national and international print and online publications. This public relations campaign earned Serendipit a Communicator Award of Excellence in the ‘Publicity – Publicity Campaign’ category.

PR SPOTLIGHT