Omo has combined GPS technology with a prize giveaway promotion as part of their “Try Something New With Omo” campaign. GPS devices are hidden in 50 detergent boxes throughout Brazil and the device is activate4d when the box is removed from the supermarket shelf.
The promotions agency then track the box to the consumer’s home, where winners receive a pocket video camera as well as an invitation for a day of outdoor fun at Unilever’s expense. To help alleviate consumer concerns the promotions team can cause the GPS to start beeping – let’s hope they don’t think it’s a bomb ticking 🙂