Author Topic: Detergent company puts GPS into product to track consumers via clothes  (Read 6912 times)

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Offline Dig

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Is Your Detergent Stalking You?
Brazil's Omo Uses GPS to Follow Consumers Home With Prizes
http://adage.com/globalnews/article?article_id=145183
Posted by Laurel Wentz on 07.29.10 @ 12:23 PM
         


NEW YORK (AdAge.com) -- Unilever's Omo detergent is adding an unusual ingredient to its two-pound detergent box in Brazil: a GPS device that allows its promotions agency Bullet to track shoppers and follow them to their front doors.

Starting next week, consumers who buy one of the GPS-implanted detergent boxes will be surprised at home, given a pocket video camera as a prize and invited to bring their families to enjoy a day of Unilever-sponsored outdoor fun. The promotion, called Try Something New With Omo, is in keeping with the brand's international "Dirt is Good" positioning that encourages parents to let their kids have a good time even if they get dirty.


Omo accounts for half of Brazil's detergent sales and is already found in 80% of homes there, so Unilever's goal is more to draw attention to a new stain-fighting version of Omo and get it talked about rather than looking for a big increase in sales.

That made the idea of doing a promotion where the prize finds the consumer, rather than the consumer having to look for the prize -- and maybe not bothering -- appealing.

Fernando Figueiredo, Bullet's president, said the GPS device is activated when a shopper removes the detergent carton from the supermarket shelf. Fifty Omo boxes implanted with GPS devices have been scattered around Brazil, and Mr. Figueiredo has teams in 35 Brazilian cities ready to leap into action when a box is activated. The nearest team can reach the shopper's home "within hours or days," and if they're really close by, "they may get to your house as soon as you do," he said.

Once there, the teams have portable equipment that lets them go floor by floor in apartment buildings until they find the correct unit, he said.

Of course, Brazil has a high crime rate, and not everyone is going to open the door to strangers who claim to have been sent by her detergent brand to offer a free video camera. Bullet has thought of that. If the team tracks a consumer to her home but she won't let them in, they can remotely activate a buzzer in the detergent box so that it starts beeping. And if the team takes too long to arrive, and the consumer has already opened the box to see if she's a winner or just do laundry, she'll find, along with the GPS device and less detergent than expected, a note explaining the promotion and a phone number to call.

"Anything can happen," Mr. Figueiredo said. "We have to be innovative, but we don't know what reaction to expect from consumers."

In a big web component, the site experimentealgonovo.com.br (Portuguese for "try something new") goes live in August, and will include a map showing roughly where the winners live, pictures of each winner and footage of the Bullet-Omo teams hunting down the GPS-enabled detergent boxes, knocking on doors and surprising consumers.

"It costs more than a traditional promotion and is riskier because it's never been done before, but it's worth it," Mr. Figueiredo said. The technology aspect of the promotion costs less than $1 million, out of Omo's overall marketing budget of about $23 million.

"We believe in using new technology for promotional marketing," Mr. Figueiredo said.

Plus Bullet just likes figuring out how to ingeniously embed stuff in products. Two summers ago, sales of Unilever's Fruttare Popsicles soared when Bullet disguised 10,000 iPod Shuffles as popsicles and popped them in freezer cases. The agency's creatives had noticed while reading their iPod instruction manuals that an iPod can operate at temperatures below freezing. They immediately began freezing their own devices as a test, then constructed a fake ice-cream bar case that mimicked the popsicle but fit an iPod, and a wildly successful summer ice cream promotion was born.
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Offline Dig

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This was via Drudge Report.

Drudge Report has become the new InfoWars, the headlines expose the NWO every single day.

People are waking up.
All eyes are opened, or opening, to the rights of man. The general spread of the light of science has already laid open to every view the palpable truth, that the mass of mankind has not been born with saddles on their backs, nor a favored few booted and spurred, ready to ride them legitimately

Offline Dig

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Nanotechnology is a catch-all phrase regarding the manipulation particles, materials, structures and devices that measure between one-billionth and one millionth of a meter. The recent development of the ability to dictate molecule structure enables scientists to adjust materials’ novel properties. By enhancing desired characteristics and attenuating adverse properties, scientists can synthesize new materials that will revolutionize the way the whole world functions.
http://www.metaversalstudios.com/sasha/WebSZimages/NanoPosterDownload.pdf
All eyes are opened, or opening, to the rights of man. The general spread of the light of science has already laid open to every view the palpable truth, that the mass of mankind has not been born with saddles on their backs, nor a favored few booted and spurred, ready to ride them legitimately

Offline Dig

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The Importance of Nanoscale Science and Technology
http://www.nap.edu/openbook.php?record_id=10395&page=4

Nanoscale science and technology, often spoken of as “nanoscience” or “nanotechnology,” are simply science and engineering carried out on the nanometer scale, that is, 10−9 meters. Figure 1.1 provides some sense of how this scale relates to more familiar, everyday scales. In the last two decades, researchers began developing the ability to manipulate matter at the level of single atoms and small groups of atoms and to characterize the properties of materials and systems at that scale. This capability has led to the astonishing discovery that clusters of small numbers of atoms or molecules—nanoscale clusters—often have properties (such as strength, electrical resistivity and conductivity, and optical absorption) that are significantly different from the properties of the same matter at either the single-molecule scale or the bulk scale. For example, carbon nanotubes are much less chemically reactive than carbon atoms and combine the characteristics of the two naturally occurring bulk forms of carbon, strength (diamond) and electrical conductivity (graphite). Furthermore, carbon nanotubes conduct electricity in only one spatial dimension, that is, along one axis, rather than in three dimensions, as is the case for graphite. Nanoscale science and engineering also seek to discover, describe, and manipulate those unique properties of matter at the nanoscale in order to develop new capabilities with potential applications across all fields of science, engineering, technology, and medicine.

The National Nanotechnology Initiative (NNI) was established primarily because nanoscale science and technology are predicted to have an enormous potential economic impact. Many potential applications of nanoscale science and technology have been touted in both the scientific and the popular press, and there has been no shortage of promises made for the ability of nanoscale technology to revolutionize life as we know it. Beyond any speculation or hype, the committee can point to current applications of nanoscale materials and to devices that are already impacting our nation’s commerce, as well as advances that are mature enough to promise impacts in the near future. Figure 1.2 is a time line for anticipated impacts. Some of the current impacts, as well as anticipated longer-term impacts, of the technical revolution that will be ushered in by nanoscale science and technology are discussed in more detail below.
All eyes are opened, or opening, to the rights of man. The general spread of the light of science has already laid open to every view the palpable truth, that the mass of mankind has not been born with saddles on their backs, nor a favored few booted and spurred, ready to ride them legitimately

Offline lee51

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Conditioning exercises going on. The pot just had the heat go up one more notch....getting the little froggies all conditioned for their soon looked for demise.

Offline L2Design

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Let me see if I can find one of those... I'm in brazil. I'll video tape me opening it up and then I'll smash it up!
I've already told ALL my friends here about it...

Make it so!

Offline Valerius

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Re: Detergent company puts GPS into product to track consumers via clothes
« Reply #6 on: August 02, 2010, 11:15:01 am »
Let me see if I can find one of those... I'm in brazil. I'll video tape me opening it up and then I'll smash it up!
I've already told ALL my friends here about it...




I'd like to see that. I've been hearing about it a lot, it'd be good to see what it looks like.
"No man can put a chain about the ankle of his fellow man without at last finding the other end fastened about his own neck."  -Frederick Douglass