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Unilever's GPS-Equipped Detergent Tracks And Rewards Lucky Shoppers In Brazil

July 29, 2010: 04:29 AM EST

Unilever’s new promotion in Brazil, called "Try Something New With Omo”, involves adding a GPS device to 50 of its Omo detergent packages. The device will track buyers of the special boxes to their homes, where they will be given a pocket video camera and invited to a Unilever-sponsored outdoor fun day. The campaign, for a product that can already be found in 80% of homes in the country, aims to get people talking about its new stain-fighting version of Omo. The GPS device activates when the box is removed from the shelf. The website experimentealgonovo.com.br will include a map locating the winners, as well as photos of the winners and videos of the teams pursuing the GPS-implanted boxes. The technology for the promotion costs less than $1 million.

Laurel Wentz , "Is Your Detergent Stalking You?", Advertising Age, July 29, 2010, © Crain Communications
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