Nestle have launched an augmented reality marketing campaign for Kit Kat, which will see the chocolate brand’s packs transform into a music video when shown on a webcam.
The campaign, with the strapline ‘KITKAT Brings Music To Life’ sees KIT KAT team up with ‘Scouting For Girls’ the four times Number 1 hit band.
The campaign was created by digital agency Skive.
KITKAT 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 KITKAT 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, in various different ‘break’ environments – ones where consumers would naturally experience music, including a bedroom, a park, train, library, and finally a gig.
The experience offers users a three minute virtual ‘look around’ of the various 3D ‘break’ environments.
Users will also find other music related content within this ‘site’ environment as well as a promotion to win £100 Ticketmaster vouchers.
In addition to this, KITKAT will be in partnership with Myspace to host four intimate gigs. Scouting For Girls will launch this partnership and the gigs on Facebook via live streaming.
Jemma Handley, Brand Manager, KITKAT 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.”