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Purchasers of winning bottles have been amazed to discover their bottle of Coke actually has a GPS phone hidden inside.
Winners know instantly if they have won when they open the bottle—instructions pop out telling the winner what to do next. They are then instructed to pull off the label and unscrew the bottle into two halves which reveals a Benefon GPS mobile phone.
Once it is turned on a phone call is automatically made to “Thrill Seeker HQ”.
The phone uses a GPS and Benefon Software tracking system where winners can be pinpointed to their exact location. The Thrill Seeker team is immediately dispatched to locate the winner and deliver their prize package if they are in a metropolitan area.
“Currently, SMS is the technological leader in consumer interaction, but Coca-Cola wanted to go one major step further by instantly interacting with consumers via GPS,” Coca-Cola Australia public affairs and communications manager Joanna Ryan said.
“GPS not only enables quick prize delivery as well as incorporates a hi-tech promotional mechanic that appeals to the target audience which is males 18–30.”
Ryan said the combination of satellite and digital technology had never been used before in a consumer promotion in the world.
The bottles have been specially designed to make sure they look and weigh exactly the same as a normal bottle.