Kit Kat teams TV with social media

By AdNews | 21 May 2010

Kit Kat is to launch a live branded content experience giving consumers the chance to interact with a desk bound assistant online, as part of its $4 million “Working like a Machine” campaign.

Kit Kat will launch the experience on Monday 24 May, which will feature a “desk jockey” entertaining online viewers via a webcam.

The online activity will be supported by a TV campaign in a bid to create mass awareness and drive users to the desk jockey site, as well as Facebook and Twitter activity.

Nestlé head of marketing for confectionery & snacks John Broome said the campaign, created by JWT Sydney, will run for three months in a bid to drive long-term engagement with the brand.

“Desk Jockey is a departure for us. Typically we launch activity and see
a peak burst over a four to six-week period. But we wanted to find a way to maintain engagement over a longer period of time – which is where social media comes in.”

Broome said the campaign combines TV and online after research revealed that using the two media together drove the highest return on investment for
the brand.

“There is a lot of talk about social media being more important than TV, but
I disagree. Both have a complementary role to play in consumers’ lives.

“We decided to use TV to build mass reach, and digital to drive engagement over time,” he said.

“We haven’t gone for print or outdoor and the money we would have spent on this has gone to online, so obviously there has been a dramatic increase in online spend.”

Broome said Kit Kat is one of the top three chocolate bars in the country alongside Mars and Snickers.

“Last year Kit Kat recorded a 15% growth in sales and we are looking to
follow that up this year.”

JWT national creative director digital & direct Ashadi Hopper said: “It’s very much a social experiment and we’re intrigued to see how it will be received.”

The Desk Jockey will be live from 12pm to 4pm AEST Monday to Friday until 18 June.

Danielle Long

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