Nestle’s “We Will Find You” promotion in the UK involves hiding GPS chips in chocolate wrappers so that the company can track the winners down.
“We will look for you, we will find you and we will give you a cheque for £10,000.” That’s not the official motto of Nestlé’s latest prize campaign in the UK, but it reminds us of nothing so much as Charlie and the Chocolate Factory meets Taken.
Across the UK, six chocolate bars will have a GPS chip hidden inside the wrapper; when the wrapper is taken off the bar, it will activate the chip, so that Nestlé can track down the winner within 24 hours and hand them a cheque for £10,000. The chips will be hidden in the wrappers of KitKat 4 Finger, KitKat Chunky, Aero Peppermint Medium and Yorkie Milk chocolate bars.
What happens if the 24-hour deadline is not met? Nestlé didn’t say, but our inner trolls would love to get hold of one just to play the world’s silliest game of hide-and-go-seek.
The campaign will be supported by a massive poster campaign featuring near-field communication (NFC) tags and QR codes. York Press has quoted Nestlé’s Graham Walker as saying, “We believe this promotion will particularly appeal to men, attracting them to the chocolate singles category and thus driving incremental sales.”
Based on the information at hand, we can’t quite see how the campaign is gender specific, unless Nestlé believes that women don’t know what a QR code is…
September 20, 2012