A major CPG company, Unilever, is launching a promotion for its OMO detergent brand in Brazil that utilizes GPS tracking to follow a consumer into their home(s).
The PR effort, mounted by its agency, Bullet, will plant GPS tracking devices in fifty two- pound boxes of the detergent and scatter distribution throughout Brazil (representing about 50 million homes).
When a box is pulled form the shelf, activation of the device will occur and the agency will track and “visit” the consumer at home within “a few hours or days” to let them know they won a pocket video camera and a day of fun at a Unilever event.
Invasion of privacy?
If a consumer refuses to answer the door for the “visit” (Brazil’s crime rate is quite high), the team will activate the device to buzz, alerting the consumer to the promotion.
Not OMO, but OMG!
Is this not like putting a “bullet” to your head? Where’s the thinking that cooked up this law suit waiting to happen?
While on the surface the promotion may sound like "fun in the suds", it has so many risks attached to it that they outweigh any positive return.