Campaign:
KitKat, Aero, Yorkie, KitKat Chunky - We will find you
Running on:
KIT KAT 4 Finger Milk (45g), KIT KAT Chunky Milk (48g), Aero
Peppermint (40g) and Yorkie Milk (55g) packs featuring the
'We Will Find You!' promotional flash - Nestlé
Confectionery UK
What's the big idea:
This is an Instant Win for the mobile generation. In a cunning
twist on the 'find the winning code' theme, the idea is that if
you've got a winning pack - they will find you within 24 hours. So
there are overtones of Bond, Spooks, surveillance society, Big
Brother and for some - privacy issues and conspiracy
theories! According to some, chocolate bars already contain
nano-particles that people unwittingly ingest to provide
consumption data to food conglomerates? I wondered what that
crunchy bit was!
On the flipside there's the usual enter your code online to see
if you're a winner of a runner up prize. Woo hoo.
How:
If you've won one of the 6 top prizes you will have a special GPS
Bar which you must activate following the in-pack instructions.
This will allow the Nestlé's agents to track you down. Activated
bars must be kept with you and you must not enter an airport or
board an aircraft. If you don't want to be tracked or you aren't
found within 24 hours you can ring Nestlé Customer Services on
00800 6378 5385. You must surrender the GPS Bar
when you receive your winners certificate and you will receive a
replacement chocolate bar as well!!!
For the Runners Up prizes you've got to 'like' the official page
of KitKat,
Aero
Bubbly Chocolate or Yorkie on Facebook before you
can do anything. Then enter the pack code online and if the time
you enter the code is closest to one of the pre-determined "winning
moments" you will be notified immediately if you're a winner.
What's on offer:
6 x £10,000 (or €12,000 in EIRE)
In cheque form
2,000 x £10 (€12 in EIRE)
A cheque in your local currency
Website:
www.facebook.com/kitkat
www.facebook.com/aerobubblychocolate
www.facebook.com/yorkieofficial
When:
Closing date for entry of codes is 16th June 2013
GPS bars are out there while stocks last
Any good?
At last. A truly innovative campaign which brings levels of
excitement, intrigue and the sort of wow-factor that will get
customers talking.
Of course it's cleverly timed to coincide with the release of
the new Bond movie, Skyfall and the 50th anniversary - another
example of Nestlé capturing the cultural and sporting zeitgeist of
the moment. And why not?
As a Facebook fan builder it will undoubtedly be a hit, but as a
pure PR effort you only have to google 'Nestlé We'll find You' to
see how much noise this promotion has created. Bizarrely even David
Ike has featured the YouTube advert on his website and a privacy
rights website has a whole stream of fascinating comment on the
underlying implications of the promotion: http://vigilantcitizen.com/latestnews/creepy-nestle-we-will-find-you-contest-uses-chip-to-track-winner/
Overall it's a big thumbs up from PromoWatch on this one.
Although we have thought of some alternative variations on this
theme:
- Try and evade being found within 24 hours to win an even bigger
prize
- Activating your bar and then be automatically contacted with a
mission or destination that you have to reach within a certain
time
- Chocoulette - 5 of the 6 bars explode in your face when you
activate them leaving only 1 winner (perhaps not!)