Nice idea I just read about on Springwise from Unilever in Brazil for their washing powder brand Omo.
GPS tracking devices were inserted in pack and enabled the comms agency to literally track down the prizewinners, mirroring the new formulation of the product which alleges to track down dirt in the wash. Worth 3 mins of your time. Nice to see examples of brands doing brave things and making an effort, albeit it throws up some interesting questions about ethics and privacy.
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