Nestlé Kit Kat

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Title

We Will Find You

Advertiser:

Nestlé

Year:

2012

Source:

JCDecaux

Product Category:

Consumer Packaged Goods

OOH Format:

Outdoor

Country:

United Kingdom

Objective:

Increasing brand awareness and driving traffic to brand’s online social media page.

Target Group:

NFC and QR enabled phone owners.

Strategy and Media Used:

Nestle distributed 6 Kit Kat bars with GPS trackers built into them throughout the UK in 2012. When a consumer opened this winning bar, they would be instructed to activate the GPS tracker. A team would track the consumer, and within 24 hours, deliver a prize of £10,000 to them. Three thousand OOH displays were fitted with NFC and QR touchpoints that would direct the consumers to live contest updates, such as the number of GPS enabled chocolate bars left, and an opportunity to enter a secondary competition with an on-pack code via Facebook.

Results:

According to Stephen Pollack, Head of Media Communications for Nestle:

  • 3,389 interactions with the OOH displays were recorded
  • 33% increase in clicks on the Kit Kat PPC campaign