Posts Tagged ‘geo-locating’

As if pulled from a scene in a spy thriller, Unilever’s Omo brand detergent will be tracking its Brazilian customers to their homes using GPS. The promotion, “Try Something New with Omo,” aims to increase the buzz about the stain-fighting mix, rather than directly increase its sales. Bullet, the brand’s promotions agency, has placed GPS tracking devices in 50 boxes of the popular detergent, which will let the company track the lucky customers. Once the locations of the boxes and consumers are known, special teams will be dispatched to those sites. When the winning purchasers are identified, the teams will provide them with video cameras and ask them to film their day at a Unilever-sponsored family event. A website (experimentealgonovo.br.com) will go live this month (August), that features a map of the winners’ locations, and video of them taken with the free cameras provided by the brand. Known for its “dirt is good” campaign, Omo urges parents to let their kids have fun, and let the detergent take care of the dirt. We can’t wait to get the dirt on the buzz this campaign creates and the possible outcomes that clean laundry will reveal.

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We’re already seeing brands incorporating barcodes into promotion offerings in order to drive traffic to a specific site, but is there more that can be done with these universal product codes (UPC)?

What some might just see as a design of lines intended to provide a price, there’s more than meet the eyes to these UPC’s.

Sticktybits – a barcode reading application for iPhones and Android platforms smart phones – turns barcodes into threaded conversations around objects. Any one can scan a barcode using their camera phone and using the Stickbits app. Then they are able to either comment, post a photo, or video. The next person who scans that barcode can see your message and can leave their own. In this way physical objects become digital social media platforms, something very sci-fi. It’s like Foursquare for objects/products instead of locations.

But, how brands make money off this simple technology?

Well, PepsiCo is answering that question by becoming the first brand to post “official” stickybits content to its barcodes. Consumers can scan PepsiCo products with their smart phones and unlock specific content for each brand,. It doesn’t stop there as people as have the ability to engage as they offer their opinions and contribute to the discussion.

Talk about revolutionizing content creation. Let’s see how this plays out with other brands truly embracing their consumers.