RFID Tags Promoted By Prizes
From Stephen
5-24-4

I first saw the coke commercial last week where they are giving away a
truck to the person who buys the coke can that has the RFID tag in it.
The first commercial I saw stated "You buy it and we'll find you
ANYWHERE!" they didn't mention that the person needs to activate the
can first before they can track the can. Last night i saw the new
revised version (I'm assuming) where they now say "You buy it and
activate it and we will find it." I was just thinking maybe so many
people had heard or RFID tags by now that even with a nice prize like
a truck no one is willing to participate?

Here is a link pertaining to the commercial.

Stephen

NOTE: For reasons unknown, http://www.packexpo.com/ removed the
feature they had about the new Coke RFID/GPS.

A Google search produced this result

Search Engine Google: Results 1-10 for "RFID coke GPS"

1. Packexpo.com : Packaging News - Ben Miyares' Packaging Management
...
... phone that works in conjunction with the GPS transponder ... re
doing, Coca-Cola will find you," says Coke in its ... what some
consumers fear most about RFID tags on ...
http://www.packexpo.com/html/news/packagingManagementUpdate....

But the material is missing from this url and nothing like it could be
found in their archives, though it was posted there only hours before
this search.

However we did find this information on it elsewhere...


This Isn't an Ordinary Can of Coke

COCA-COLA UNEXPECTED SUMMER CAN
The Coca-Cola Unexpected Summer can is equipped with a SIM card,
keypad and GPS chip transponder so it functions as a cell phone and
GPS locator-consumers find the cans and receive a surprise delivered
to wherever they are. (PRNewsFoto)[AG]
ATLANTA, GA USA 05/10/2004

For the First Time Ever in the U.S., Coca-Cola Integrates GPS
Technology Into Cans This Summer With Prizes Including Cars, Cash and
Other Surprises

ATLANTA, May 10 /PRNewswire/ -- Go ahead, give it a shot ... "You Can
Win, But You Can't Hide". This summer, some unsuspecting consumers
will go to their fridges to enjoy an ice-cold, refreshing can of
Coca-Cola, only to find that it's not a can of Coca-Cola at all. What
looks like a hi-tech, space age device is in fact the latest
innovation from Coca-Cola -- a specially designed can that has been
transformed into a Global Positioning System (GPS) transponder and
cell phone. Winners who find one of these cans press a button to
activate it, volunteer to participate and then have the grand prize
delivered to them wherever they are. As part of Coca-Cola Unexpected
Summer, consumers could win an all-new 2005 Chevy Equinox, home
entertainment system, cash, or any number of additional grand prizes.
Wherever you are, whatever you're doing, Coca-Cola will find you.

This marks the first time in the U.S. that cans of Coca-Cola have been
infused with this cutting-edge technology. Each of the special cans
will be of comparable size to a regular Coke can, but one glance will
tell consumers that these are not the regular cans of Coca-Cola. The
cans feature specially designed graphics and a recessed panel with
buttons that, when pressed, activate the GPS technology and cellular
phone. The inside of each winning can is configured with a Subscriber
Identity Module (SIM) card that enables the can to serve as a cell
phone that works in conjunction with the GPS transponder. Once a
winning can has been found and activated, its location can be tracked
by visiting http://www.unexpectedsummer.com . It's a consumer
promotion for the 21st century. "This is all about thinking
innovatively and figuring out new ways to reward and connect directly
with consumers," said Steven Schiller, Group Director, Coca-Cola Brand
Business Unit, Coca-Cola North America. "Everybody loves summer --
with the promise of new and unexpected moments that we remember
forever. So we're kicking it up a notch by applying cutting-edge GPS
technology to make those everyday summer moments extraordinary."
Between May 17th and July 12th, more than 100 GPS cans of Coca-Cola
will be available across the U.S. in specially marked 12, 18, 20, or
24-packs of Coca-Cola (classic, caffeine free Coke, cherry Coke and
Vanilla Coke). That's more than one per day for the whole summer ...
if they last on the shelves that long.

You've Got the Can, Now What?
-- The potential winner jumps with excitement upon the discovery of a
GPS
can inside specially marked multi-packs of Coca-Cola.
-- The winner presses the red activation button on the outside of the
can, which automatically places a phone call to the anxiously awaiting
Coke Unexpected Summer Search Team Headquarters, who mobilize
immediately.
-- The winner agrees, "Of course I'll participate!" The GPS can sends
coordinates to the Coke Search Team and the search begins.
-- Wherever the person goes with the can -- life guarding at the pool,
family vacations, mowing the lawn, watching movies, sleeping, eating
... you get the idea -- the Coke Search Team will go and show up with
the prize.

Where Can I Get My Hands on One? Could I Win Anything Else? The
limited quantity GPS-transponder cans may be found wherever
multi-packs of Coca-Cola are sold including mass-merchant retailers,
grocery, convenience, petroleum and drug stores. A portion of the 100
cans will be sponsored by select customers of Coca-Cola; customers
will co-promote their own programs using the GPS cans and will offer
prizes including plasma TVs, home theater systems, as well as other
new cars and cash.

Can You Believe They Didn't Use Special Effects?! Television
advertising to support Coca-Cola Unexpected Summer will debut the week
of May 17th. Developed by Berlin Cameron & Partners and directed by
the dynamic duo known as Joe Public, the television spot features a
Super-Huey helicopter actually dropping off an all-new 2005 Chevy
Equinox as part of the grand prize delivery. "Everything about this
promotion is unexpected, from the commercial that kicks off the
program to the delivery of the grand prize," explained Doug Rollins,
Brand Manager, Coca-Cola Trademark. "Using a chopper to lift and
deliver a 3,600 pound SUV in the commercial was done without any
special effects and is part of showing consumers how Coca-Cola can
turn an ordinary summer day into an unforgettable experience."

The Coca-Cola Company is the world's largest beverage company. Along
with Coca-Cola, recognized as the world's best-known brand, the
Company markets four of the world's top five soft drink brands,
including diet Coke, Fanta and Sprite, and a wide range of other
beverages, including diet and light soft drinks, waters, juices and
juice drinks, teas, coffees and sports drinks. Through the world's
largest distribution system, consumers in more than 200 countries
enjoy the Company's beverages at a rate exceeding 1 billion servings
each day. For more information about The Coca-Cola Company, please
visit our website at http://www.coca-cola.com . For more information,
visit http://www.unexpectedsummer.com /