Cola calling: a marketing promotion employs a high-tech can of soda that doubles as a GPS-enabled cell phone

GPS World, August, 2004 by Marty Whitford

To save space and fit into the constraints of the can, the Benefon Track Pro NT's flip-top antenna was redesigned to sit horizontally, just under the Coke can's top tab. The connector was moved 90 degrees, perpendicular with the square horizontal antenna, which Troxell said receives enviable reception.

"Most GPS signals are weak-to-non-existent indoors, but with this antenna design I had no problem receiving signals in my home or at the office," Troxell said. "Perhaps we're on to something here ... It sure won't hurt if Coca-Cola decides to merchandize this GPS/cell phone Coke can concept in the future."

The battery pack on a typical cell phone is located on the back bottom-most panel, whereas to fit size constraints, the battery pack in the GPS Coke can was moved up slightly to be connected to the main board. The can incorporates a charger base at the very bottom, with power rechargers shipped immediately to all winners so their locator devices can operate around the clock.

Buttoning Up the Design. The GPS Coke can's "activate phone" button already was present on the very top of the Benefon model as an "alert" button. It just had to be repositioned inside its new container to be front and center, and reconfigured to immediately call Coca-Cola's Unexpected Summer prize claim hotline/search team head-quarters. The Coke can's "answer" and "end" call buttons were positioned to the right of the activation button, with the microphone below and ear speaker above. To ensure optimal reception, the design team created plastic outer shell, and applied Coca-Cola shrink-wrap label, and cut away a window for the buttons, speaker and microphone.

"We've certainly come a long way from trying to communicate with two tin cans connected by string," Troxell said.

Military Concerns

While the GPS Coke can has proved a big hit in the marketplace, some consumers, technologists, and a number of Department of Defense sites have voiced concerns.

Utilizing disguised GPS technology linked more often to the military and spies than soft drink makers, Coca-Cola's GPS Coke can isn't welcome in certain areas and conference centers at Wright-Patterson Air Force Base in Dayton, Ohio.

"We've been on the look-out to keep GPS Coke cans out of certain areas cleared for the transmission of sensitive or classified information," said Susan Murphy, a spokeswoman for Wright-Patterson Air Force Base. "In light of the events of September 11, 2001, everyone is more aware of potential security issues and risks, and that's not a bad thing. While it might be fun and games to Coca-Cola and most consumers, concealed GPS tracking devices can pose a major concern for our military, government, corporations ... pretty much anyone who has sensitive information they want to protect."

Coca-Cola spokesman Jose Cardona said the company has done its best to design a safe, fun-filled summer promotion and added that use of GPS devices and cell phones of any type has been restricted on military installations for years.

Troxell concurred. "GPS is the next big thing," Troxell said. "Privacy and security issues are being refined and standardized every day. Before long, GPS will be touching our lives in so many positive ways that we'll wonder how we ever lived without it. GPS is destined to become as commonplace as Coke in our homes and businesses."