Geospatial and Marketing Gimmicks
Many popular news sites, such as the Telegraph, have picked up the story of Nestle UK’s campaign that embeds GPS trackers in candy bars, comparing it to the Golden Ticket from Willy Wonka and the Chocolate Factory. Using geospatial technologies as part of a marketing campaign has been around as long as the technologies themselves.
In 2006, The Charlotte County Visitor’s Bureau used a geocaching campaign to start a word of mouth marketing campaign by reaching over 3,000 geocachers, according to an article in the Herald Tribune. A 2011 article in The Drum: Modern Marketing & Media, cites a Google study that found mapping and geospatial technology were one of the fastest growing types of marketing and were a major part of marketing strategy. Many marketing and public relations firms such as Blast Companies are using GPS enabled target marketing to reach customers. Specialized companies such as GoldRun focus on geospatial technologies such as GPS-linked and augmented reality environments. Popular types of geospatial campaigns include social media, QR codes, geocaching, and GPS-tracking.