The goal of Social Machines is to hack the phsyical world by infusing it with social data. The first instance of Social Machines was presented at SXSW 2012 as the GE Social Fridge. This example of Social Machines consisted of a vintage refrigerator that opened automatically for every 10th check-in on Foursquare. Free beverages were given to those who were able to unlock the fridge
Our brand identity to for Social Machines is therefore a bit playful, a bit robotic, and overall really flexible as it will be applied to both the web and physical objects.