Dear Nestle

Dear Nestle,

Thank you for your GPS enabled “We will find you” promotion – I’m very nearly speechless.

What a fantastic use of technology to reinvent Willy Wonka’s Golden Ticket concept:

 

And with the NFC enabled live updates at bus stops, you really are taking sales promotion to the next level:

 

Although having said that, a learned client of mine –  Ian H – has quite rightly pointed out that there’s no such thing as a new idea.

Budweiser were doing a very similar thing back in 2002 with a Japan World Cup promotion using global positioning satellite technology and special transmitters hidden inside beer cans and bottles sold in multi-packs.

Opening a special can or bottle was picked up by communications satellites and winners were tracked down within 24hrs to receive  flight, accommodation and match ticket packages to see England and Ireland in the World Cup finals. There were 25 special cans in total.

Amazing then and amazing now.

But as with every marketing activity, an amazing sales promotion becomes pretty much moot (for you as opposed to the credentials of the sales promotion agency you used), unless it actually does the job of helping you flog more chocolate.

More to existing consumers – frequency.

More to new consumers – penetration.

I hope your  “We will find you” promotion does the job, as it deserves to.

Thanks again

Ned

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