Coke tracks rugby promo winners by satellite

In one of the weirder promos of the year, Coke is apparently using satellite tracking technology to identify the winners in its Thrill Seeker promotion for the Rugby World Cup to be held in Australia next month. Opening a winning bottle will trigger a device in the lid that is trackable by satellite, and a Coca Cola representative will travel to the winner immediately to deliver prizes ranging from finals tickets to a Peugeot.

The story is a little sketchy on the tech details, but obviously Coke is confident the system will work. It seems that Australia is a good test-bed for marketing technologies, but this one raises the question… what if the winner is in some godforsaken patch of the Outback? It could take quite a while to reach them. On the other hand, if the winner is in a Sydney apartment block, that 10-meter radius could include several apartments. I’ll keep tracking this one.