Why Hotlink believes the future of marketing is hybrid, not just physical

Whether it's an oversized vending machine at a music festival or an AI-powered activation tucked inside a busy train station, Hotlink has increasingly built its campaigns around one idea: meeting consumers wherever they are.

For the prepaid brand under Maxis, experiential marketing has evolved beyond one-off activations into a broader strategy that connects digital engagement with real-world experiences.

One recent example is its collaboration with local beverage brand Hausboom during the Hausboom Festival 2025, where Hotlink introduced limited-edition "talking cans" as part of its "Menang Ahad" (translates to: Win Sunday) rewards campaign.

According to Yeoh Sun Loo, head of marketing and growth at Maxis, the partnership was a natural fit given Hausboom's strong local following. "From a strategic standpoint, this partnership really allows us to leverage a much wider audience by tapping into their loyal, homegrown fanbase," she told A+M.

The collaboration also provided a platform to promote Hotlink's "Menang Ahad" campaign, with promotional offers printed directly onto the limited-edition Hausboom cans. Each can featured a QR code allowing consumers to activate a Hotlink Prepaid plan via eSIM while unlocking access to weekly rewards.

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Bridging digital and physical experiences

While the "talking cans" generated buzz online, the campaign extended well beyond social media.

Yeoh explained that the cans formed part of a larger interactive experience centred around AI-powered vending machines installed at high-footfall MRT and LRT stations across the Klang Valley.

Equipped with cameras, microphones and AI technology capable of detecting users' voices and behaviour, the vending machines challenged passers-by to shout "AAAHAD" as loudly as possible. Successful participants were rewarded with a complimentary Hausboom drink packaged in the campaign's signature talking can design.

"We've been featuring the talking cans a lot in our social media and livestreams, but we wanted to bring that magic into the real world," Yeoh said.

The activation was further amplified through weekly Sunday livestreams on Hotlink's TikTok and Instagram channels, where consumers stood a chance to win festival tickets and other prizes.

The campaign culminated at Hausboom Festival 2025, where Hotlink transformed its booth into a giant vending machine housing interactive experiences, merchandise giveaways and the talking vending machines.

According to Yeoh, every touchpoint was designed to create organic conversations around the "Menang Ahad" campaign while encouraging consumers to share their experiences online.

"The main goal was to get people talking about Hotlink 'Menang Ahad' in a way that felt organic and fun," she said.

Looking beyond physical activations

Interactive campaigns have become a familiar part of Hotlink's marketing playbook over the years, particularly among younger consumers. But Yeoh believes the next phase will focus less on standalone events and more on connected ecosystems.

"Being interactive has always been in Hotlink's DNA, especially when connecting with youth culture," she said.

Looking ahead, the brand plans to deepen the integration between physical activations and its digital platforms, particularly through the Hotlink app and livestream commerce.

"We see opportunities to evolve from high-impact physical events to hybrid experience ecosystems," Yeoh explained.

"This means combining on-ground energy and layering it with digital elements. We want to personalise the rewards so that the experience starts before you even arrive at the event, and keeps you engaged long after you've gone home."

For Hotlink, the objective is no longer simply attracting crowds to an activation, but creating continuous engagement that follows consumers across both online and offline environments.


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