Nestle in the UK has come up with a very cool imho marketing campaign. They are putting GPS chips in the wrapping of 6 food bars such as Kit Kats and when they are opened / activated, within 24 hours they vow to track down the chips, send in the commandos to find, and possibly scare the hell out of the people who bought them and give them 10,000 pounds.
This is a very cool use of location based technology that will fire up marketing people and those into location based marketing like me big time. CNET says that this campaign will appeal to men and perhaps they are not usually the target market for chocolate. In this case I suspect sales will go through the roof and while this campaign hasn’t yet gone seriously viral, I’m sure it will. It is also likely to be winning awards as TV cameras from around the world follow the commandos to the lucky people receiving the prizes.
Just as well they are using TVC’s and billboards with NFC and QR Codes to promote this campaign or people will be thinking that a new war has broken out.
Location based marketing is going to play a major role in our lives going forward and those who are in early will reap rewards by standing out from the crowd. This certainly puts a new spin on guerrilla marketing.