Buy a candy bar and get hunted down by a helicopter.
The campaign, titled “We Will Find You”, sounds like something straight out Nineteen Eighty-Four, but thankfully it’s only the theme of Nestlé’s newest advertising campaign in the U.K. Inside six of the brand’s best-selling chocolate bars – Kit Kat 4 Finger, Kit Kat Chunky, Yorkie and Aero Peppermint Medium – resides a small GPS tracking device. When the wrapper of the candy bar is opened, it activates the GPS and sends the location of the winner to Nestlé’s “secret control room”.
To complement the campaign, Nestlé is also running approximately 3,000 posters outdoors that will allow smart phone users to visit a mobile landing page via NFC and QR touch-points to enter an online competition with 2,000 prizes at stake. The website will also keep visitors up-to-date on how many of the GPS candy bars are still to be found.
Beside the scare of a lifetime when a helicopter tracks them down in a parking lot, the winners will instantly win £10,000, or about $16,000.The JWT London created marketing campaign at a cost of about £4 million, or $6.5 million.
While this is strictly a UK contest, it probably wouldn’t hurt to head to the closest gas station and grab a Kit Kat. You know, just in case…