Nestle Embeds GPS In Chocolate Bars For Real-Life ‘Golden Ticket’ Contest
The brand’s ‘We Will Find You’ promotion in the UK includes 6 trackable bars that when activated will prompt the prize team to locate the person and give them £10,000.
Nestlé‘s ‘We Will Find You’ promotion in the UK is like a real-world Willy Wonka competition, with six of the brand’s chocolate bars leading to a great prize. They look like normal bars but are fitted with GPS trackers. When the lucky person opens their wrapper it will activate and notify the prize team, who will locate them within 24 hours to deliver a check for £10,000. This unique promotion involves the KitKat 4 Finger, KitKat Chunky, Aero Peppermint Medium, and Yorkie Milk chocolate bars. Graham Walker, Nestlé UK’s trade communications manager, said:
Nestlé Confectionery is delighted to be first to market with this highly innovative GPS based promotion. We believe this promotion will particularly appeal to men, attracting them to the chocolate singles category and thus driving incremental sales.
Nestlé is also running a two-week outdoor campaign to support this promotion, with 3,000 posters fitted with NFC and QR touchpoints. These will direct smartphones to a mobile landing page offering the chance to enter a secondary competition with 2,000 x £10 prizes. The page also informs people how many of the six GPS-fitted bars are still to be found.