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.
I understand the reasoning behind this, but unless I missed something, there is a fatal flaw here. There are times when it is necessary to accelerate rapidly in order to avoid an accident. Take away that option and you may potentially be causing more accidents, or at least accidents that may not have occured otherwise. If the system has telematics and is mandatory, instead of limiting the speed, a points system could be implemented which monitors driving behaviour and contacts the driver by email or otherwise, encouraging or penalising and offering opportunity for an explanation when it is an isolated incident.
Another option coming in some countries is insurance PAYD, (Pay as You Drive) effectively charging you insurance based only on the time you drive, rather than at a flat rate, so people who drive more, pay more, but potentially using telematics, can also have their premium based on the quality of driving, e.g. no speeding, regular harsh acceleration and braking etc:
Daily MailBig brother speed watcher: Government plans pre-fitted GPS devices on …Daily MailPrivate vehicles in India will soon come fitted with a GPS-based speed-limiting device – already in use abroad where it is called Intelligent Speed…
See on www.dailymail.co.uk
When GPS Confuses, You May Be to BlameNew York TimesConsider the experience of a man from San Diego who flew to the East Coast and picked up a GPS-equipped rental car at the airport. After 20 minutes, he sensed he was headed in the wrong direction.
See on www.nytimes.com