Nestle have found an innovative new way to choose a winner in their latest competition, GPS. They are running a Willy Wonka And The Chocolate Factory style promotion with six bars of chocolate whose owners will each win £10000. There are no golden tickets hidden away inside the wrappers instead the winning wrappers have a GPS device built into them. When the wrapper is opened the GPS device is activated. Nestle say they will track you down within 24 hours and will then hand over a cheque for the ten grand.

The chocolate bars that are taking part in the promotion are Kit-Kat, Kit-Kat Chunky, Yorkie and peppermint Aero. Nestle say that the promotion is aimed at young, adult males who do not buy as much chocolate as other target demographics.

In addition to the winning chocolate bars Nestle are also mounting a poster campaign with 3000 posters that include NFC touchpoints and a QR code that will take those that access them to a landing page where they can try for 2000 other prizes of £10 apiece. The landing page will also tell you how many of the £10000 bars are still waiting to be discovered.

The campaign is very much technology driven and it is certainly a very innovative use of GPS technology. The “We Will Find You” strapline does feel rather sinister but I suppose if you have the chance of winning £10000 it would be worth it. I have had one thought about unintended consequences, if the whole nation goes chocolate crazy in attempt to win one of these prizes then it might indirectly lead to cleaner streets as owners of chocolate bars will be loathed to throw the wrappers onto the floor and will instead be taking them home and disposing of them properly after 24 hours!

You can get more details of the competition on Kit-Kat’s Facbook page – https://www.facebook.com/kitkatuk