Here’s a wild one for you. Unilever is doing a promotion wherein it’s putting a GPS tracking device in some boxes of detergent on supermarket shelves.
Once the box leaves the store the GPS device is automatically activated so the customer can be tracked. All of this is not known by the unsuspecting shopper who bought the detergent.
Is this everyone’s worst 1984-intrusive Big Brother nightmare or what?
What’s happens next is that once the consumer gets home she or he is tracked down–and given a prize for buying the box of detergent!
OK, we guess this promotion represents real out-of-the-box thinking, but still…
All of the details of this wild and crazy idea are in Advertising Age, in a wonderful story by our friend Laurel Wentz. It’s a must read, and you can find it if you click here.