VMO has unveiled a new and interactive digital format equipped with sampling capabilities.

Part of VMO’s ‘Impact +’ solution, the digital sampling kiosks are available for use across the media owner’s health club circuit and are a world-first for gyms.

Fitted with a large interactive touch screen, the kiosks can be programmed to display a range of content and dispense sample products of various shapes and sizes.

The format also delivers a new level of accountability to sampling campaigns providing advertisers with real-time insight into the number of products distributed by audience demographic.

With 50 kiosks currently in operation and further units in production, the medium has already distributed over 20,000 samples in its first 2 weeks and is proven to have a direct impact on sales post campaign.

HOYTS Group chief commercial officer Anthony Deeble said: “We’re always challenging ourselves to create unique, innovative ways for brands to connect with their audiences.

“With increasing demand for sampling solutions and campaign accountability this format has been designed to deliver the impact and measurability that clients are after.”

VMO managing director Paul Butler added: “Our VMO Active network is known for its ability to engage hard-to-reach audiences while they’re in a positive, unique mindset and ready to try new things.

“These kiosks are a great way for brands to get their products into a consumer’s hands and influence future purchase.”