( CNN ) -- Social media is revamping the way businesses reach their audiences , transforming boring billboards and cold commercials into a land of interactive wonders . Here we collect some of the best new examples of companies using advertising to get social with customers , including coffee company Douwe Egbert , which created a yawn-activated drink dispenser in a Johannesburg airport using facial recognition technology , and the frozen food firm Birds Eye , which created a pop-up called The Picture House in three British cities to allow diners to eat for free in exchange for sharing a snap on Instagram . And on London 's busy Oxford Street , people who walk past the bus stops do n't realize they 're a step away from a free snack at one of the special vending machines there . The dispensers are run by Walkers , which is known as Lays in the US and Chipsy in Egypt . Anyone who passes the machines can send a message to Walkers on Twitter and out pops a free bag of a new line of potato chips chosen by the public . ( Sample flavors : Ranch Racoon and Chip Shop Chicken Curry ) .
Businesses are creating new ways of engaging with customers through social media and interactives . Walkers , Birds Eye and Douwe Egberts are some of the big organizations changing their advertising rules . Consumers can tweet or Instagram their way to a free snack , coffee or meal .