Nestle Embeds GPS in Chocolate Bars: Willy Wonka or Taken?

JWT London have created an innovative, creepy-sounding ‘We Will Find You” promotion for Nestle where consumers can win a £10,000 prize.

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.

PSFK said the promotion is “like a real-world Willy Wonka competition,” but thanks to CNET, I can’t help but think of Taken – “We will look for you, we will find you and we will give you a cheque for £10,000.”

What happens if the 24-hour deadline is not met? What happens if you throw the wrapper away without knowing you’ve won? What happens in poor signal coverage or densely populated areas?

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.



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