WO2004102514A1

WO2004102514A1 - Method of product promotion and novelty article for use in the method

Info

Publication number: WO2004102514A1
Application number: PCT/AU2004/000657
Authority: WO
Inventors: Gregory Legg-Bagg; Andrew Guthrie
Original assignee: Momentum Worldwide Pty Ltd
Priority date: 2003-05-19
Filing date: 2004-05-19
Publication date: 2004-11-25

Abstract

A method of promoting a product to consumers is disclosed, including providing a dummy product article (10) amongst the product on sale for the chance selection by a consumer. The dummy article contains a location tracking device (50) and two-way communications device (48) which when activated transmits a location signal to a base station and initiates two-way communication between the base station and the communications device presented by the device in human-comprehensive form. Several prize delivery methods are disclosed, based on use of location tracking and two-way communications devices.

Description

METHOD OF PRODUCT PROMOTION AND NOVELTY ARTICLE

FOR USE IN THE METHOD

FIELD OF THE INVENTION

This invention relates to novelty two-way communications device and to a method of promoting a consumer product using the novelty device.

BACKGROUND OF THE INVENTION

It is known to promote the sales of a product by the distribution of prizes secreted in dummy articles which are positioned in retail outlets for random selection by consumers who assume the dummy article to be a normal product article. Prizes for use in such promotions may include prizes of high or low value, or prize tokens redeemable for a prize or for an opportunity to enter a prize draw.

In one promotion scheme, prizes were secreted in the dummy articles were global positioning system (GPS) tracking devices which, when activated by the winning consumer, sent a location signal to a control station. The control station then sent out a prize delivery team to the location indicated by the GPS device to deliver a prize to the winning consumer. Promotions based on this promotion scheme have been very successful, but there is scope for improvement.

SUMMARY OF THE INVENTION

According to a first aspect of the invention there is provided a method of promoting to consumers a type of product, having an exterior appearance, the method including the steps of: providing a novelty article which has an exterior appearance substantially corresponding to the exterior appearance of a said product, and which contains a two- way communication apparatus, wherein the communication apparatus is configured upon activation thereof to transmit an outgoing signal and to determine a location of said novelty article and transmit information indicative of said location, and said communication apparatus is further adapted to receive a signal representative of a message and to present that message in a human-comprehensible form; positioning the novelty article amongst a plurality of said product such that the novelty article appears as a said product and thereby constitutes a dummy product for chance selection by a winning consumer; receiving an outgoing signal transmitted by the communication apparatus after selection and activation of the dummy product; and transmitting a reply signal to said communication apparatus after receiving the outgoing signal, the reply signal representing a message for presentation by the communication apparatus in human-comprehensible form to said winning consumer.

Preferably said communication apparatus includes a mobile telephone apparatus adapted for two-way voice communication and includes global positioning system apparatus, and said step of transmitting a reply signal includes the step of conducting voice communication with said winning consumer.

The reply signal may include directions to said winning consumer for delivery of a prize, and/or seeking permission of said winning consumer to track the consumer for the purpose of prize delivery.

In one embodiment, the method includes the step of delivering a prize to the winning consumer at said location indicated by the outgoing location.

In a further embodiment, the method includes the step of tracking movement of the activated communication apparatus over a time period and delivering a prize to the winning consumer at a location other than the location indicated initially by said outgoing signal. Preferably the time period is in excess of 4 hours more preferably from 4 hours to 7 days, and most preferably from 8 hours to 3 days.

In a yet further embodiment, said directions include directions to said winning consumer to locate a prize delivery location, preferably by guiding said winning consumer to said prize delivery location using a map display in the communications apparatus. Preferably also, said step of guiding said winning customer to said prize delivery location occurs prior to informing said winning consumer of the identity of said prize.

In one form, the novelty article has an exterior appearance corresponding to one or more drink cans, and preferably to a multi-pack of drink cans. The two way communications device may have a shape substantially corresponding to a single drink can within a multi-pack, or may be concealed within a novelty article simulating the shape of the multi-pack of cans.

In a further form of the invention there is provided a novelty article for use in promotion of a consumer product, having an exterior appearance substantially corresponding to said consumer product; and containing a two-way communications apparatus with activation means, location-determining function, a signal transmitter and receiver and message presentation means, wherein upon activation said two-way communications apparatus determines a location of the apparatus, transmits an outgoing signal including location information to a predetermined recipient address, receives from said recipient address a reply signal representative of a message and presents said message in human-comprehensible form.

Preferably said message presentation means includes a map display.

BRIEF DESCRIPTION OF THE DRAWINGS

Preferred embodiments of the invention will now be described, by way of example only, with reference to the accompanying drawings in which:

Figure 1 is a schematic perspective view of a novelty two-way communications device simulating the appearance of a single drink can, for use in a preferred embodiment of the invention;

Figure 2 is a schematic perspective view of the device of Figure 1 with its end member shown removed; Figure 3 is an exploded schematic perspective view of the device of Figure 1; Figure 4 is a schematic side cross-sectional view through the device of Figure l;and

Figure 5 is a schematic of a communications device having a map display for use in a further embodiment of the invention.

DETAILED DESCRIPTION

Referring to Figures 1 to 4, the novelty two-way communications device 10 includes an cylindrical outer container 12 and an cylindrical inner container 14. The inner container 14 is received within the outer container 12. The outer container 12 has the appearance of a part of a conventional beverage can, as is discussed in more detail below.

The outer container 12, adjacent its upper end 16, has a rim generally designated 18, which includes an inward projecting wall 20 and a lip 22 which extends upwards from the wall. The wall 20 has a screw thread 24 at its radially innermost extremity.

The inner container 14 has a rim 26 with an outer screw thread 28 on the outside thereof, and an inner screw thread 30 on the inside thereof. The outer screw thread 28 is engaged with the screw thread 24 of the outer container 12.

The inner container 14 defines an interior volume 32 which is referred to below as a first space of the device 10. The inner container 14 and outer container 12 define a space 34 between them, which is referred to below as a second space of the device 10.

The device 10 also includes a can end member 36 which has an end wall 38, a perimeter wall 40 extending downwards from the end wall, and a skirt 42 extending downwards from the perimeter wall. The end wall 38 defines an aperture 44 which is indicated in dashed lines. The skirt 42 has a screw thread 45 on the outer side thereof, which is engaged with the inner screw thread 30 of the inner container 14. The perimeter wall 40 abuts the radially inner edge of the lip 22 of the outer container 12 such that the end member 36 closes the first space 32 of the inner container 14.

The device 10 also includes "global system for mobile communication" (GSM) modules 48, a tracking system in the form of "global positioning system" (GPS) component modules 50, batteries 52, a loudspeaker 54, an antenna 55, and a microphone 56. The GSM modules 48, GPS component modules 50, batteries 52, loudspeaker 54, antenna 55 and microphone 56 are interconnected (the manner of connection not being shown) such that they constitute a GPS-equipped mobile telephone, and they are therefore referred to below as the "telephone components". It will be appreciated that the device 10 as a whole, which includes the telephone components, therefore also effectively constitutes a GPS-equipped mobile telephone.

The device 10 also includes an electronic chip 57 which is configured to emit a prerecorded audible message via the loudspeaker 54 when the chip is activated.

There is provided a pull-tab 58 which extends across the aperture 44 in the end wall 38. It will be appreciated that what is meant by a pull-tab in this context is a tab-like element used to extend across, and hence close, the aperture of a beverage can. The pull tab 58 is secured to the end wall 38 by means of a frangible membrane (not shown) of a similar type to that which is used in conventional beverage cans to secure their pull-tabs in place and to seal the containers. A pull ring 60 is connected to the end wall 38 and/or to the pull-tab 58, for displacing, or removing, the pull-tab from the end wall to open the aperture, as is described further below. Attached to the underside of the pull-tab 58 is a switch 62 which is connected to the telephone components, the GPS component modules 50, the GSM modules 48 and the chip 57 (the manner of connection not being shown).

There is provided a weighting element 64 for providing the device 10 with a predetermined mass, for reasons that are discussed below. The telephone components and the weighting element 64 are all disposed within the first space 32. Within the second space 34 there is provided a liquid 66, such as water, which does not fully fill that space.

The liquid 66 is poured into the second space 34 before the inner container 14 is inserted into, and engaged with, the outer container 12. When the inner container 14 is so inserted into the outer container 12, the liquid 66, which is pooled at the bottom of the outer container, is caused to rise up into the second space 34 as it is displaced by the inner container during insertion. To secure the inner container 14 to the outer container 12, the inner container is rotated relative to the outer container to engage the its outer screw thread 28 with the screw thread 24 of the outer container. Once this has been done, the liquid is substantially sealed within the second space 34.

After the inner container 14 is secured to the outer container 12 as described above, the weighting element 64, followed by the telephone components, are inserted into the first space 32, as indicated in Figures 3 and 4. Suitable means (not shown) are provided for locating all of these components in their respective positions. Some of these components are secured to the end member 36 and connected by wiring 68 to the telephone components which are not secured to the end member. The wiring 68 allows those latter components to be inserted into the first space 32 before the end member 36 is secured in place. To secure the end member 36 in place, it is rotated relative to the inner container 14 to engage the screw thread 45 of the end member with the inner screw thread 30 of the inner container.

The device 10 can be used in a method of promoting, for sale to consumers, a type of consumer product. The method may, for example, be performed by a person, or on behalf of an entity, such as a promotion coordinator or supplier of the consumer products. According to this method, the particular embodiment of the device 10 that is used is such that the exterior appearance thereof is substantially the same as that of each consumer product of the type in question. The method involves positioning the device 10 amongst a number of the consumer products in question such that the device looks substantially the same as each of the consumer products, whereby the device constitutes a dummy product. A preferred embodiment of where part of this method may be employed is where each consumer product is a beverage can containing a drink such as a soft drink, where the consumer products are placed on display in a retail outlet, such as in a commercial display refrigerator, with the device 10 amongst them.

The performance of the method relies on the chance selection of the device 10 by a particular consumer, in which the consumer believes that he or she is selecting, for purchase, an actual item of the consumer product.

The weighting element 64 may be selected such that the device 10 has a mass substantially the same as that of an item of the consumer product. This may facilitate the belief by the consumer that the selected device 10 is a genuine item of the consumer product. Another feature which may facilitate this belief is the liquid 66 in the second space 34. As this liquid does not fill the second space 34, it can slosh about within the second space, thus providing the device 10 with a similar feel and sound to that of a conventional can containing a liquid beverage.

After the consumer has selected the device 10 believing it to be an item of the consumer product, the consumer, in an attempt to open the apparent beverage can, opens the pull-tab 58 by pulling the pull-ring 60 in a direction away from the end wall 38 in a manner used in conventional beverage cans. In one embodiment, the pull-tab 58 is of a type that is removed entirely from the end wall 38 thus opening the aperture 44. In another embodiment, the pull-tab 58 is of a type such that it is forced by the pull-ring 60, so as to be displaced relative to the end wall 38, to open the aperture 44.

Upon opening of the aperture 44, the switch 62 is closed which, in turn, activates the relevant telephone components. This results in a telephone call being automatically placed by the telephone components to a predetermined telephone number, being the number of a "tracker squad" operating or "base" station (not shown). The placing of the call, as in the case of a conventional mobile telephone, involves the transmitting of appropriate signals.

The device 10 is configured such that, when the switch 62 is closed, this activates the electronic chip 57 such that the chip emits a pre-recorded audible message, via the loudspeaker 54. The recorded message may be such as to alert the consumer that the selected device 10 is a dummy product rather than an actual item of the consumer product, and indicating that the consumer should await communication from an operator. For example, the chip 57 may emit the following words: "Congratulations. This is a tracker pack. Stand by to be connected to the tracker squad".

Also actuated when the switch 62 is closed are the GPS component modules 50. These "lock onto" remote location identifying means in the form of satellites - usually a minimum of three to determine the location, but with more accuracy with increasing number of satellites 'seen' by the device. From signals emanating from the satellites, the GPS component modules 50 determine an estimate of their physical location. Once this estimate of location is determined, a location signal is transmitted via the antenna 55 to the base station. The location signal contains information as to the estimated location of the GPS component modules 50, so that the estimated location, and hence that of the device 10 and the consumer holding the device, can be determined at the base station. Any suitable location detection system, such as "Galileo", may be used instead of or in addition to GPS.

When the telephone call placed by the device 10, as mentioned above, is answered at the base station, a two-way telephone communication can take place between an operator at the base station and the consumer. The consumer's voice is communicated to the device 10 via the microphone 56, and the consumer can hear the operator's voice via the loudspeaker 54. During this telephone communication, arrangements can be made between the operator and the consumer, for the consumer to be provided with a prize. These arrangements can relate to the manner in which the prize is to be presented to the consumer, and the consumer can be advised as to how long it is likely to take for a prize bearer to reach the consumer to hand the prize to him or her. The duration of the telephone conversation should provide sufficient time for the location signal to be transmitted to the base station to allow the operator to determine the location of the consumer. Thus, while speaking to the consumer, the operator can glean the consumer's whereabouts so that a reasonable estimation can be made (for advising the consumer) as to the length of time that it will take for a prize bearer to reach the consumer to hand over the prize. In addition, this information can be used to inform the prize bearer where to go, to present the prize to the consumer.

The establishment of two way voice communications with the winning consumer allows the consumer's location to be determined in the event of an unsuccessful GPS reading, for example where the device cannot "see" the required number of GPS satellites, and also allows variation in the method of prize delivery, so that the promotional technique can be kept fresh over a number of promotional campaigns. The voice communications also allows the operator to seek permission of the winning consumer for tracking, so as to comply with privacy standards. This is especially desired in respect of those methods of prize delivery, discussed below, where the location of the winning consumer may be tracked over an extended period.

In a first embodiment, the consumer is advised to stay at the winning location and prize delivery is carried out by a tracker squad which travels to that location with the prize.

In a modified version of the prize delivery mechanism, the winning consumer is advised to keep the communications device on or near his or her person, and switched on. The signal from GPS module is used to track movement of the consumer over an extended period, for example from 4 hours to 7 days, more preferably up to about 3 days, and the prize delivered to the winner at a time and place selected by the promotion organisers to surprise the winner.

With reference to Figure 5, in a further form of the invention the communications device 70 further includes a map display 72 associated with the GPS module, showing the winner's current location, and software to cause the map display to display the detected position and/or a desired destination 74 on a street map of the locality. Suitable software may include that known for tracking fleet vehicles, such as the SARS software of Secure Asset Reporting Services Inc of USA. The display is used to direct the winner to a nearby prize delivery location. Preferably, both the nature of the destination and the nature of the prize are kept from the winner while following the map display directions. For example, the winner may be guided via the map display to the address of the nearest participating motor vehicle dealer where the winner is presented with a vehicle as the prize, or to a participating bank to collect a cash prize.

The battery of the communications device should have sufficient life for the duration of the prize delivery mechanism being used.

As an alternative to GPS, the device 10 may be equipped with some of the telephone components mentioned above, sufficient to transmit a signal that can be used to determine an estimated location of the device. In this case, the telephone components are sufficient for use to be made of cellular identity technology to estimate the location. Such technology may be suitable for an identification to be made of the particular mobile telephone network "cell" from which signals from the device 10 are being transmitted. If the cell is sufficiently small, this may enable a rough estimation of the location of the device 10 to be made. The cellular identity technology may also be suitable for a process of triangulation to be carried out, using signals transmitted from the device, to determine an estimate of its location. In these cases the method according to embodiments of the invention may involve the estimating of the location of the device 10 and hence of the consumer, using signals transmitted from the device.

In an unillustrated embodiment, an alternative form of the novelty article is in the shape of a multi-pack of drink cans, for example a block of three adjacent drink cans. Within the dummy multi-pack is a recess extending longitudinally and adapted to receive a GPS-enabled mobile telephone. A back cover closes off the recess. The article is weighted so that the total weight and feel closely matches that of a regular multi-pack of drink cans which the article simulates.

A suitable mobile telephone for use in the invention is the Track One GPS-enabled mobile telephone, by Benefon of Finland. This telephone has a single "panic" button which when depressed activates the GPS locator and transmits the position information to a predetermined recipient as well as initiating a telephone call to a preprogrammed telephone number.

Alternatively, the communications device may be shaped as one of the cans of the multi-pack. As the communications device will be hidden within the multi-pack, the device may include an screen and keypad. Thus, while it will be shaped and weighted as a can, it will be visually distinct from a normal can, and may have a more conventional communications operating mechanism.

Embodiments of the invention may involve the device 10 itself, a method of promoting, to consumers, the type of product in question, and a method of participating in such a promotion as described above. The promotional aspect lies in encouraging consumers to purchase products of the type in question, by inducing hope in them that the products that they select for purchase will include a dummy product constituted by a device 10. This is because the selection of such a dummy product will render the consumer eligible for deriving any benefits, rewards or prizes that may be forthcoming.

In this specification, the word "comprising" is to be understood in its "open" sense, that is, in the sense of "including", and thus not limited to its "closed" sense, that is the sense of "consisting only of. A corresponding meaning is to be attributed to the corresponding words "comprise, comprised and comprises where they appear.

While particular embodiments of this invention have been described, it will be evident to those skilled in the art that the present invention may be embodied in other specific forms without departing from the essential characteristics thereof. The present embodiments and examples are therefore to be considered in all respects as illustrative and not restrictive, the scope of the invention being indicated by the appended claims rather than the foregoing description, and all changes which come within the meaning and range of equivalency of the claims are therefore intended to be embraced therein. For example, the device 10, instead of being placed as an individual dummy product amongst a number of individual consumer products, may be placed among a collection of the consumer products in a container, such as a box or carton, which is intended for sale as a whole to consumers.

It will further be understood that any reference herein to known prior art does not, unless the contrary indication appears, constitute an admission that such prior art is commonly known by those skilled in the art to which the invention relates.

Claims

1. A method of promoting to consumers a type of product, having an exterior appearance, the method including the steps of: providing a novelty article which has an exterior appearance substantially corresponding to the exterior appearance of a said product, and which contains a two- way communication apparatus, wherein the communication apparatus is configured upon activation thereof to transmit an outgoing signal and to determine a location of said novelty article and transmit information indicative of said location, and said communication apparatus is further adapted to receive a signal representative of a message and to present that message in a human-comprehensible form; positioning the novelty article amongst a plurality of said product such that the novelty article appears as a said product and thereby constitutes a dummy product for chance selection by a winning consumer; receiving an outgoing signal transmitted by the communication apparatus after selection and activation of the dummy product; and transmitting a reply signal to said communication apparatus after receiving the outgoing signal, the reply signal representing a message for presentation by the communication apparatus in human-comprehensible form to said winning consumer.

2. A method according to claim 1 wherein said communication apparatus includes a mobile telephone apparatus adapted for two-way voice communication and wherein said step of transmitting a reply signal includes the step of conducting voice communication with said winning consumer.

3. A method according to claim 2 wherein said communication apparatus includes global positioning system apparatus.

4. A method according to claim 2 wherein said reply signal includes directions to said winning consumer for receiving delivery of a prize.

5. A method according to claim 4 wherein said voice communication includes seeking permission of said winning consumer to track the consumer for the purpose of prize delivery.

6. A method according to claim 4 or 5 including the step of delivering a prize to the winning consumer at said location indicated by the outgoing location.

7. A method according to claim 4 including the step of tracking movement of the activated communication apparatus over a time period and delivering a prize to the winning consumer at a location other than the location indicated initially by said outgoing signal.

8. A method according to claim 7 wherein said time period is in excess of 4 hours.

9. A method according to claim 8 wherein said time period is from 4 hours to 7 days.

10. A method according to claim 9 wherein said period is from 8 hours to 3 days.

11. A method according to claim 4 wherein said directions include directions to said winning consumer to locate a prize delivery location.

12. A method according to claim 11 wherein said communications apparatus includes a map display and said directions include guiding said winning consumer to said prize delivery location using said map display.

13. A method according to claim 11 or 12 wherein said step of guiding said winning customer to said prize delivery location occurs prior to informing said winning consumer of the identity of said prize.

14. A method according to claim 1 wherein said novelty article has an exterior appearance corresponding to one or more drink cans.

15. A method according to claim 14 wherein said two way communications device has a shape substantially corresponding to a single drink can.

16. A method according to claim 14 wherein said novelty article includes an inner chamber containing said two way communications device.

17. A method according to claim 16 wherein said two way communications device is a mobile telephone with location determining apparatus.

18. A novelty article for use in promotion of a consumer product, having an exterior appearance substantially corresponding to said consumer product and containing a two-way communications apparatus with activation means, location-determimng function, a signal transmitter and receiver and message presentation means, wherein upon activation said two-way communications apparatus determines a location of the apparatus, transmits an outgoing signal including location information to a predetermined recipient address, receives from said recipient address a reply signal representative of a message and presents said message in human-comprehensible form.

19. A novelty article according to claim 18 wherein said article has an exterior appearance corresponding to one or beverage containers

20. A novelty article according to claim 18 wherein said message presentation means includes a map display.

21. A novelty article according to claim 18 wherein said two-way communications apparatus is removably contained within a cavity in said novelty article.