Nestle plans on-pack AR digital campaign
Nestle said it is launching its biggest digital campaign to date for its KitKat confectionery brand, teaming up with chart-topping pop group Scouting For Girls.
The company also said the 'KitKat Brings Music To Life' campaign, created by digital agency Skive, constitutes the first on-pack augmented reality (AR) promotion by an FMCG brand.
An AR marker will appear on all KitKat four-finger promotional packs, enabling consumers to view Scouting For Girls playing its latest single 'Silly Song' in four virtual 'break' environments, such as a bedroom, a park, a train and the library.
Customers will also be able to win £100-worth vouchers to spend on Ticketmaster.
No financial details of the campaign have been disclosed.
"Our first 'Music Break' activity proved a great success for the brand in 2009, marking a major touchpoint in its association with music," said Jemma Handley, brand manager at KitKat.
Handley added: "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."
This article was first published on marketingmagazine.co.uk
- Nestlé sends KitKat into space for Felix Baumgartner
- Nestlé accused of misusing Change4Life branding
- Clinique runs AR ad in Marie Claire
- Nestlé's UK confectionery marketing director departs
- Nestlé to launch Nescafé Original 3in1 in the UK
- Nestlé launches brand extension for KitKat
- Nestlé to switch palm-oil supplier after pressure from Greenpeace
- Nestle reviews its direct marketing arrangements
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- PPC Senior Account Manager : Top 20 Digital Agency Dylan Up to £40000, London
- Deputy Director of Marketing and Communications University of West England £54,827, Bristol
- Junior Digital Project Manager - Big Brand ADLIB GBP20000 - GBP25000 per annum, Wiltshire
- SENIOR ACCOUNT MANAGER - Shopper Marketing - 5 month CONTRACT- £180-200 day rate - Central London Judi Patton going day rate, London
- Blippar connects disjointed families, says MEC executive
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- Jaguar readies global campaign for F-Type launch
- ITV and Channel 4 insist they will beat declining ad market
- EE adds Dare to agency roster to develop digital
A demographic portrait of Twitter, Tumblr, Pinterest, Instagram and Facebook users
A useful study here from the ‘Pew Research Center’ taking a look at the demographic make-up of US social media users across Twitter, Tumblr, Pinterest, Instagram and Facebook. No data on LinkedIn of Google+, but great stats all the same.