Kit Kat Chunky - More Than Just A Chocolate Bar

There is a new Kit Kat competition. If you haven't seen it, there are 4 "new" flavours of Kit Kat Chunky, which you can buy and the vote for your favourite in "Champion A Chunky". Someone asked me yesterday if I had tried all the variants yet and it got me thinking.

Champion A Chunky - Genius

From a customers point of view it is something new to try and they have to almost collect all 4. There is an inner-collector in all of us, even if we don't know it. Plus, if you do want to vote then you must try them all to have a balanced opinion, right? But from a Nestle point of view it is a genius marketing ploy.

Not only do you get people to buy just one chocolate bar, but potentially 4 and you can wheel out old flavours such as Orange and Peanut, yet brand them as "new". for their next trick, when you vote, you have to do it through Facebook. So, they get the customer to like the Kit Kat page on Facebook, which means related Kit Kat news and promotions will be displayed on their home page feed for the foreseeable future and when they do vote, it posts to their profile page for all their friends to see.

It gets better too. Facebook can provide Nestle with demographic information about the sort of person you are, which in turn can be used to target further marketing. I haven't even mentioned the clincher yet. Selling 4 types of Kit Kat Chunky is like a giant, live, focus group. Whichever "wins" will become a regular edition to the Kit Kat range, which will almost certainly become a sure fire hit because it was voted to best by their potential future customers!

Yes see, it's perfect in every way. This is a lesson in how to run a marketing campaign. Take note.