Nestlé Puts GPS Trackers in Candy Bars for Golden Ticket Style Contest

Willy Wonka would be proud

Nestlé's "We Will Find You" campaign sounds more like a threat than a marketing stunt, but it's not quite as Orwellian as the name would imply. Six Nestlé chocolate-bar wrappers in the U.K. have been outfitted with GPS trackers that activate when the wrappers are opened, at which point Nestlé's prize team pinpoints your whereabouts, swoops in and gives you £10,000. See, that's not too scary. The idea, enacted with help from JWT London, is being compared to Willy Wonka's golden tickets, minus the part where you tour a candy factory and eat food prototypes that could disfigure or kill you. For its part, Nestlé believes the effort "will particularly appeal to men." Your guess is as good as mine on that one.