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'We will find you' marketing gone wild: Candy bars that guarantee stalkers

colinneagle (2544914) writes | more than 2 years ago

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colinneagle (2544914) writes "On the 10th annual International Talk Like A Pirate Day here's some chocolate and sunshiny news. In a cool yet creepy marketing campaign, Nestle plans to stalk UK consumers. The company kicked off a unique promotion called "We will find you" that involves GPS trackers embedded in chocolate bars. When a winning consumer opens the wrapper, it activates and notifies the prize team who promises to track them down within 24 hours to deliver a check for £10,000.

A Nestle spokesman added that "inside their wrappers, the GPS-enabled bars looked just like normal chocolate bars."

In an additional chocolate-mixed-with-technology promotion, Nestle is tapping the NFC-enabled mobile phone market. An outdoor campaign involves 3,000 posters with NFC and QR codes. Smartphone users scan the code and then are directed to a mobile landing page where people can enter an online competition with 2,000 x £10 prizes. Also on the mobile site will be information about how many of the six GPS-fitted bars are still to be found.

The grand prizes for Nestle's We Will Find You promotion, involving these four chocolate products: KitKat 4 Finger, KitKat Chunky, Aero Peppermint Medium and Yorkie Milk. PSFK said the promotion is "like a real-world Willy Wonka competition," but Branding worth spreading is disappointed that the Nestle promotion has no back story and no magic. "Willy Wonka and the chocolate factory made us dream, while Nestle is simply doing an average promotion using GPS technology that aims to build short-term sales, but doesn't do much for the brand long term.""

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