The KitKat team is on the search for people to join ‘The Breakers Party’ and in doing so they have the chance to win the break of a lifetime. By entering the competition, consumers also have the chance to be awarded the ‘spoof title’ of Minister for Shopping, Tech, Music, Travel or Sports, with prizes valued up to $23,000 towards their chosen break.
To be in with a chance to win, consumers are invited to buy any promotional KitKat, ‘shazam’ the packaging, go to the website and follow the prompts. ‘Shazaming’ is easy – consumers simply need to open the Shazam app on their smartphone, hold the phone over the front of the KitKat and then tap the camera icon to visually ‘shazam’ the packaging.
Visual recognition launched in June last year as part of Shazam’s broader Shazam Connect for Brands product offering. When coupled with the app’s existing audio recognition capabilities, it allows marketers, for the first time, to make all consumer-facing touch points (including traditional media, POS and packaging) clickable – effectively building a bridge from physical to digital.
“The partnership between KitKat and Shazam shows how we can bring innovative and easy-to-use technology to consumers to enhance their break and delight them in new ways,” Nestlé Head of Marketing Chris O’Donnell said.
“We are excited to be the first confectionery brand in Australia to offer this technology on packaging and, in doing so, truly integrate through the line. There will be over 4.7 million Shazam-enabled KitKat bars in the Australian market.”
The promotion is being rolled out via Shazam-enabled packaging, TVCs, digital marketing and social media as part of a fully integrated campaign.