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Company Equips Laundry Detergent With GPS

GEO PRIVACY—BRAZIL

August 3, 2010

Consumers in Brazil who purchase boxes of Omo detergent may find an unexpected ingredient inside as the company is adding GPS devices to allow promotions agency Bullet to follow shoppers to their homes with surprise gifts, Advertising Age reports. Bullet President Fernando Figueiredo explained that the GPS is activated when a box of detergent is removed from the market, and teams in 35 Brazilian cities are on standby to reach the shoppers "within hours or days." The promotion also includes a Web site, the report states, which will feature pictures of the winners, a map showing roughly where they live and footage of the promotion teams tracking the detergent boxes to the prizewinners' homes and surprising them.
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