[GeoStL] Coke Can Promotion, Free Publicity
- From: JimSGreene@xxxxxxx
- To: geocaching@xxxxxxxxxxxxx
- Date: Sat, 3 Jul 2004 11:43:18 EDT
-
If you can tell by looking at it, what is the big deal?
Talking Coke can shakes the military into a frothy fizz
Published: Friday, Jul. 02 2004
NEW YORK - There's a new security threat at some of the nation's military
bases, and it looks uncannily like a can of Coke.
Specially rigged Coke cans, part of a summer promotion, contain cell phones
and
global-positioning chips. That has officials at some installations worried
the
cans could be used to eavesdrop, and they're instituting protective
measures.
Coca-Cola Co. says such concerns are nothing but fizz.
Mart Martin, a Coca-Cola spokesman, said no one would mistake one of the
winning cans from the company's "Unexpected Summer" promotion for a regular
Coke.
"The can is dramatically different looking," he said. The cans have a
recessed
panel and a big red button. "It's very clear that there's a cell-phone
device."
Winners activate it by pushing the button, which can call only Coke's prize
center, he said. Data from the GPS device can be received only by Coke's
prize
center. Prizes include cash, a home entertainment center and an SUV.
"It cannot be an eavesdropping device," Martin said.
Still, military bases, including the Army's Armor Center at Fort Knox, Ky.,
are
asking soldiers to examine their Cokes before bringing them in to classified
meetings.
"We're asking people to open the cans and not bring it in if there's a GPS
in
it," said Master Sgt. Jerry Meredith, a Fort Knox spokesman. "It's not like
we're examining cans at the store. It's a pretty commonsense thing."
Sue Murphy, a spokeswoman for Wright-Patterson Air Force Base in Dayton,
Ohio,
said personal electronic devices are barred in some buildings.
"We've taken measures to make sure everyone's aware of this contest and to
make
sure devices are cleared before they're taken in" to restricted areas, she
said.
The Marine Corps said all personnel had been advised of the cans and to keep
them away from secure areas.
Paul Saffo, research director at The Institute for the Future, a technology
research firm, said, "There's things generals should stay up late at night
worrying about. A talking Coke can isn't one of them."
But Bruce Don, a senior analyst at the Rand Corp. said the military's
concern
is rational and appropriate. "There's a lot of reason to worry about how
that
technology could be taken advantage of by a third party without Coke's
knowledge," he said.
Martin, asked if Coke would curtail the promotional campaign because of the
security issues raised, replied, "No. There's no reason to."
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