We've heard of surprises in cereal boxes before, but in detergent? Some patrons of Unilever's Brazilian detergent brand OMO will find not just suds in their boxes, but a GPS device that will track them all the way home, as part of the "Try Something New With Omo" campaign, created out of promotions ageny Bullet.
Starting next week, consumers who land one of 50 GPS-implanted boxes will be treated to pocket video cameras and an invite to a day of fun sponsored by Unilever. The boxes will be distributed throughout the country, and the GPS will be activated when the boxes leave the shelves. Once they do, a team is deployed from one of 35 Brazilian cities to tail the consumers and give them their prizes.