People would do just about anything for free food, but how about hugging a Coca Cola vending machine just for a soda?

If you're up for showing a vending machine some love, there's one at the National University of Singapore that's providing opportunities for just that, according to Forbes.

The vending machine in Coca Cola’s iconic red color and with the words ‘Hug Me’ was installed as part of the company’s "Open Happiness" campaign. Before long, there were lines of people on campus waiting to give their affection to the dispenser.

The campaign apparently hopes that the experience will leave the normally wrapped up Singaporeans in a more friendly frame of mind.

"The Coca Cola Hug Machine is a simple idea to spread some happiness. Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large," said a representative from the company’s "Open Happiness" campaign, Leonardo O’Grady.

The "Open Happiness" campaign opened with a musical piece during "American Idol" in 2009.  Since then, its message and other smiling-inducing gimmicks have spread, like the Happiness Truck that dispenses soft drinks in Brazil.