Nestlé Launches GPS-Enabled Kit-Kat

In a new contest, Nestlé to track U.K. residents via GPS in order to award them a prize.

Nestlé is launching a real-life version of the Willy Wonka Golden Ticket scenario in the U.K., Popular Science Online reported.  

Nestlé has launched the “We Will Find You” campaign in which it hides a GPS-enabled bar inside four versions of Kit-Kats. The Kit-Kat looks just like a regular Kit-Kat, but when the buyer pulls a tab to open the wrapper, the GPS device is activated, notifying the company. Then a “prize team” locates this unsuspecting person within 24 hours and presents him or her with a check for £10,000 (about $16,000).

Nestlé reportedly devised the campaign to appeal to men and is backing the campaign with TV ads and a smartphone campaign, wherein users are supposed to scan QR codes on Kit-Kat ads or use NFC-equipped phones to enter an online competition.

While Nestlé the GPS contest is a first for candy, it has already debuted in the soap industry. Unilever previously added a GPS device to a box of laundry soap it sells in Brazil, and tracked 50 surprised shoppers to their homes to award them prizes.

Is tracking customers to their homes a breach of privacy that will send customers running the opposite way, or is it the marketing wave of the future? Leave your thoughts in the comments.

  • Shink

    never buying a kit-kat again

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