Customers buying Kit-Kat bars in the United Kingdom could be unwrapping a 21st-century version of Willy Wonka's Golden Ticket--a GPS unit the candy-maker will use to find them, apprehend them and give them a prize. Nestlé claims to be the first to market its chocolatey wares with a GPS-based promotion.
The somewhat sinister-sounding "We Will Find You" campaign will place a GPS-enabled bar inside four versions of Kit-Kats. Inside the wrapper, it would look exactly like a regular Kit-Kat, according to the York Press newspaper, in the town where Nestlé is based. When the would-be snacker pulls a tab to open the wrapper, the GPS device will turn on, which will notify the company. Then a "prize team" will locate this person within 24 hours and hand him or her a check for £10,000 (about $16,000).
Nestlé said they devised the campaign to appeal to men, who presumably like GPS technology. It is backing the marketing blitz with TV ads and a smartphone campaign, wherein users are supposed to scan QR codes on Kit-Kat ads or use NFC-equipped phones to enter an online competition.
While Nestlé may be the first to do this with candy, they're not the first to use GPS to track their customers. As Network World points out, multinational soap-and-ice-cream supplier Unilever added a GPS device to a box of laundry soap it sells in Brazil, and stalked 50 shoppers to their front doors to give them prizes.
Soda, fast food and candy wrappers always have some kind of contest running, but those usually rely on the consumer to notice the special winning code or wrapper and go get the prize. Tracking people down is definitely a different concept.
[via Network World]
Doesn't this make it easy to find winning units? Simply apply a metal detector...
Might be a great idea to put this in the bags of money of banks or other highly needed secure items, once open the unit identifies itself, shows location for police authority intervention.
My thoughts exactly Dumky. Or use a magnet, less high tech.
When someone eats a candy bar, they generally don't keep the wrapper with them! Often, if not mostly, they throw the wrapper away! If Nestle is going to take up to 24 hours to respond, the person could have taken a train or car or even left the country? How can they track them? This sounds like a scam! It sounds more like they are trying to infiltrate the country with a grid of scanners but don't want to make it too obvious. At the very least, maybe they will just give the money to some relatives of Nestle executives and depend on a plurality, if not the majority, of people being too stupid to realize how questionable at best the entire venture is! This certainly does not seem legitimate!
Sounds like a government trick.
"I contend that we are both atheists. I just believe in one fewer god than you do. When you understand why you dismiss all the other possible gods, you will understand why I dismiss yours"
- Stephen Roberts
And what if I DON'T pull the "Tab"? Hmm?
Maybe its always on.
Step 1 - Go to the store
Step 2 - Open all the bars
Step 3 - Buy any bar with the GPS unit inside
Steph 4 - Go to the next store and repeat
They need to put a Terms of Service on the wrapping that says: By purchasing this bar, you consent to being tracked.
I've got no problem with GPS with human ends. This opens predatory avenues to big business with money to pay a couple people off with, which they plan to use as tool to track everyone next while paying no one. It's an industrial military attack on human rights that has nothing to do with rescuing someone's lost kid by phone position.
Were they to roll this out in the United States it would probably lead to a piece of litter alongside the road. And serve right the a-hole who tossed it.
How do you determine it wasn't a dump truck that tossed it? DNA evidence is circumstantial, not direct proof.
@Oakspar77777 this is a inefficient method. I like Dumky's method more.
@julianpenrod what if they ate the GPS unit? :)24 to poo it out lol
I did not know that they can make GPS devices so small and undetectable that they can put one in a candy bar and not have it detectable. It would need to contain both the GPS receiver and some sort of radio or cell phone transmitter, with a power source. All this copper and silicon is undetectable in chocolate ?
Why not just put a coupon in the candy saying the buyer is a contest winner?
Now that you say that ... first person to use a handheld metal detector wins!
Hello Popsci et al!
This is not a scam and it works great! I'm with Boomslang Instrument and we're the people behind the tech inside! We've used the same technology as in our PFO bracelet (www.pfo.com) with some minor adjustments. The KitKat has GSM and GPS and a triggering mechanism that activates the unit. The unit sends a message with its position to the dispatch team and of they go!
Go and buy a couple of KitKats and get lucky:-)