Detergent uses GPS to stalk customers
Do you ever feel like you're being followed? Do you ever wonder whether someone (other than Google) knows your every move because they see it?
Well, a delightfully progressive marketing promotion in Brazil from Unilever's Omo detergent tries to bring some joy to that troubling sensation.
According to AdAge, some fine, free-thinking commercial minds decided to slip a GPS tracking device into 50 boxes of this extremely popular detergent. This is not an attempt to pursue shoplifters--though what an excellent idea that might be.
No, this is actually a promotion. This is a step into the ideal future, one in which you don't have to find the prize in your box of cereal or, I don't know, bullets. The prize will find you.
She's proceeding down 4th St. She's just bought diapers and cigarettes. Who's that man she's talking to?
(Credit: CC Cliff1066/Flickr)The GPS device within the lucky boxes is activated the minute some harassed shopper removes the box from the shelf. From that moment on, that shopper is a marked man or woman. Surveillance teams representing Omo will track the shopper's every step. To the checkout. To the car. To the restroom. To, who knows? Their illicit lover's house in Rio?
Fernando Figueiredo, president of the marketing agency responsible for this entertainment, told AdAge that his GPS-supported teams "may get to your house as soon as you do." And, in case you were worried that, being an apartment-dweller, the stalking horses might not find you, fear not. They have portable technology that allows them to locate you to within a few feet of your breath.
Now, I know many an American has been happily surprised and had their life changed by the sudden arrival of a man with a large check from the Publishers Clearing House. I trust that no one has ever been so startled at a knock on their door from one of the PCH's operatives that they've reached for a baseball bat, a rifle, or their cell phone to call 911.
In any case, the Brazilian promotion offers a far wittier prize than money. Yes, it's a pocket video camera (as well as a day of outdoor fun). I know I will not be the first to wonder whether this is a covert encouragement for the winner to continue the spirit of surveillance. But what's so bad about that? The world has begun to look like a grimy place--with a video camera and a box of detergent, perhaps we can return it to its former glory.
Chris Matyszczyk is an award-winning creative director who advises major corporations on content creation and marketing. He brings an irreverent, sarcastic, and sometimes ironic voice to the tech world. He is a member of the CNET Blog Network and is not an employee of CNET. 
Humans are just weird...
Tracking people using technology is nothing new or revolutionary.
Anyone familiar with current technologies knows that every move we make IS monitored somewhere, by some company.
Worst: most of the information they have, was provided by us.
Everyone knows that it is ridiculously easy to raise a pretty good amount of information just by clicking around.
It is as simple as finding that your phone number is 415 233 2001 or that your real name is Krzysztof Matyszczyk and you leave at 90 George Lane.
By the way, I love Sausalito :)
Google Maps can provide me a clear picture of the backyard of your house here http://preview.tinyurl.com/cheersfrombrazil
But fear not, I'm not a stalker.
I'm just a regular internet user from Brazil.
Of course Corporations knows much more about you, than I do.
Any Cellular Provider knows where you are every single day, using 3 point triangulation of cell phone signals.
Every Credit Card knows what toilet paper you buy.
In this promotion Unilever is using technology to raise consumer awareness of a brand in a fun and harmless way.
Privacy is obviously a crucial matter.
But you should contact the agency, they can surely brief you on how they respect consumer privacy.
Finally, I believe that Google's conspiracy theory should be treated with information, not fear. Spreading the "big-brother-is-watching-us" fear is an old and unfair way to capture readers attention with unclear arguments.
Best,
Neto
Wal-Mart's database knows more about you, your shopping habits, where you live, how much you make, and what kind of Pop you buy, than your Mother does.
This soap deal is nothing!
Smug and certain that they enjoy the type of lifestyle that many yearn for
corporations forgot history - the French revolution had its justification-
now wheres that guilotine???
- by netspectre101 August 5, 2010 9:11 AM PDT
- I love how accepting everyone is about all of this.
- Like this Reply to this comment
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(15 Comments)Like it is no big deal.
sad...