Digital CPG Blog

In a twist on finding the golden ticket, Brazilian company Omo Detergent is set to find their customers using GPS-enabled products. Starting this week, Omo is embedding 50 detergent boxes with GPS devices as part of a new video camera giveaway. E-Consultancy reports:

If something goes wrong with the search, or it takes too long, the boxes come equipped with a note explaining the promotion and prize offering (essentially the traditional approach to such things.)

But Omo and their promotions agency Bullet are mostly interested in documenting the entire thing. Omo’s products are already in 80% of Brazilian homes. This campaign is mostly intended to draw attention to the new stain-fighting Omo product.

The brand’s website, with the tagline “try something new,” in August will start documenting the details of the campaign, including a map with rough estimates of where the winners live, their pictures and video footage of the marketing team tracking down the owners of the GPS detergent.

While the company has already taken some flack for privacy concerns, I’m thinking this is a genius mash-up of Willy Wonka’s golden ticket and Ed McMahon showing up at your door. It’s different, whimsical and sure to breed some excitement among already loyal Omo customers.