rss feedKIT KAT Music: brand’s biggest ever digital spend
The latest KIT KAT campaign marks Nestlé’s biggest spend in digital to date. The campaign, with the strapline ‘KIT KAT Brings Music To Life’ sees KIT KAT team up with ‘Scouting For Girls’, the four times Number 1 hit band, with an aim to cement its association with music.
KIT KAT consumers will be given the chance to engage with the brand and the band through augmented reality. An AR marker will be featured on all KIT KAT 4 finger promotional packs – the first time an FMCG brand has used augmented reality on-pack. The campaign will go live from late August.
Through the AR marker, consumers will witness the band playing their next single ‘Silly Song’, released in late August, as well as perform an additional hidden track if the marker is manipulated correctly.
Users will also find other music related content within the site as well as a promotion to win £100 Ticketmaster vouchers. In addition to this, KIT KAT have partnered with MySpace to host four intimate gigs in different locations around the country. Scouting For Girls will launch this partnership and the gigs on Facebook via live streaming.
Jemma Handley, Brand Manager, KIT KAT comments: “Our first ‘Music Break’ activity proved a great success for the brand in 2009, marking a major touchpoint in its association with music. Through this current campaign, we are not only demonstrating our lead in the FMCG sector for digital execution but offering consumers an enhanced experience around ‘breaktime’ and music.”
Rupert Runewitsch, Account Director, Skive comments: “The FMCG sector has, by tradition, been slow to embrace the opportunities that digital offers. Through this campaign, KIT KAT translates its core principle message of ‘Have A Break’ to engage its loyal and the wider consumer using some of the most up to date digital capabilities.”
