São Paulo – Shoppers buying Unilever-owned washing powder brand OMO are in for a surprise as the box buzzes on its way home.
Developed by the Bullet marketing agency, boxes of the new Multiação Partículas de Extra-Limpeza washing powder contain a GPS chip, enabling its creators to track the box. A lucky shopper will receive a message with details of a prize – a video camera and an outdoor activity in Brazil. The winner will be featured on OMO website experimentealgonovo.com.br, which will host stories about them.
LS:N Global has recently reported how brands are engaging consumers in innovative ways. One example is the campaign for car manufacturer Honda, in which consumers were filmed going on their favourite road trip.