Client: Nestle Kit Kat Chunky
Timing: Nov 2008 2008

Objective: To make Kit Kat Chunky a more central part of the target audience's chocolate repertoire

Integration:The media strategy included geo-targeted display advertising across MySpace and IGN, a dedicated brand community, created on MySpace to house a series of interactive elements including; video, blogs, competitions, editorial and games that were regularly refreshed during the campaign, as well as sponsorship of an offline IGN event – Black Beta.

Campaign results

Brand Awareness:

• Prompted awareness of Kit Kat Chunky increased by 8pts.

Brand Sentinent and Consideration:

• Brand concideration increased by 10%, moving into 3rd most concidered amongst chocolate bar brands
• Favourable Sentinent towards Kit Kat Chunky increased by 6%
• Negative Sentinent decreased by more than half

Intention to Eat

• Intention to eat Kit Kat Chunky increased by 20%
• TA increased 19%
• Actual consumption of Kit Kat Chunky in the past week up 63%