Votes for one of the four limited edition flavours can be cast on the brand’s Facebook page and by using augmented reality app, Blippar.
The food brand has also commissioned six online films to air on its Facebook page to push each flavour as part of the ‘Choose a Chunky Champion’ activity. Clips will feature celebrity cameos such as rapper, Vanilla Ice and comedian, Dom Joly.
Digital activity will be supported by a strategic tie-up with ITV1 that will see live voting updates air between primetime shows.
Brett Stephenson, senior brand manager for Kit Kat, explains with consumers, particularly the target of 18-30 year-old men, increasingly looking to influence their favourite brands it was key to integrate current voting results into the TV campaign, for which the partnership with the commercial broadcaster was key.
The winning flavour will be announced next month and voters are automatically entered into a prize draw with the chance to win £100 every day until 24 February.
The campaign was developed by creative shops JWT and The Big Kick who worked alongside digital agencies, Skive and Mindshare.
Food and drink brands are increasingly turning to crowdsourcing as a way to bolster engagement with consumers. Here are some recent examples from brands.
- Greggs asked Facebook and Twitter fans to submit ideas for a festive song in November as it looked to tap into the festive sport of customers and raise money for charity.
- Coca-Cola invited fans to send lyrics to band Maroon 5 as they composed a song in just 24 hours last March.
- Skittles’ social media campaign “Mob the Rainbow” called on Facebook fans to perform “random acts of kindness”, through a series of challenges that first started in 2010.
- Walker’s “Do as a flavour” competition asked consumers to choose a new flavour of crisps in 2010. It has employed crowd sourcing again since with the “Walkers Flavour Cup”.