Coke Promo Worries Military Brass
Coca-Cola Co. has no plans to curb its Unexpected Summer promo despite security concerns on military bases.
Some military officials are worried that the cell phone and global positioning chips seeded in more than 100 cans could be used to eavesdrop on sensitive military conversations, according to published reports.
Consumers who get winning cans use the phone to call Coke. Coke monitors their whereabouts via GPS, then swoops in for a “surprise” prize delivery. Grand prize is a 2005 Chevy Equinox SUV; other prizes include home entertainment centers and cash. Retailers and promotional partners sponsor about half the winning cans.
Military leaders have asked base personnel to examine all Coke cans carefully before bringing them into classified meetings.
Coke spokesperson said the in-can phone can only be used to call Coke’s prize center, and the GPS can transmit data only to the prize center. The winning cans look dramatically different from ordinary cans.
Momentum Worldwide, St. Louis, handles the campaign.
