View the complete news archive here

September 8, 2008

KIT KAT, Hans Fagerlund & Chunga

650x1.gif

In a first for Nestle, a new Kit Kat product variant is being launched entirely online. JWT and RMG Connect Sydney have created the digital launch for the new Kit Kat Cookies and Cream.

The Australian reports "The company will spend about $1 million, more than 70 per cent of which will go to social media websites such as MySpace, to promote the face of Kit Kat Chunky: a character called Hans Fagerlund. Significantly, Nestle confectionary will not use any traditional media to promote the brand. "

Nestle will spend about $1 million, more than 70 per cent of which will go to social media websites such as MySpace.
Source : The Australian

The JWT/RMG campaign has been created specifically for digital communication and the content has been created to engage, play and share predominantly via social networking media. The digital media mix includes social networking & video sharing sites, instant messaging, search, mobile and interactive video banner ads.

A five-part mockumentary called 'Chunga-struck' can be found on YouTube and other video sharing sites

In comments to The Australian, John Broome, Nestle's confectionery head of marketing said "that five years ago the money would have gone to television, radio and outdoor, but the internet and social media were now better for generating word-of-mouth among teens."

The comprehensive digital campaign features:

  • A 5-part mockumentary titled 'Chunga-struck - The rise and rise of Hans Fagerlund' YouTube & Vimeo in HD
  • A Chunga Championship multiplayer game - available on Facebook and Myspace Clearspring.
  • A Myspace.com custom community
  • Interact with Hans via his Facebook Profile
  • Chunga-struck mockumentary via podcast from the iTunes Podcast Directory for their iPod & iPhone
  • Mobile advertising including Hans own mobile # +61 (0) 416 683 732, a iPhone optimised website as well as a Mobile WAP site provided by HyperFactory
  • The obligatory campaign microsite




  •  

    Recent Comments

    Powered by Disqus
    Awards (58)
    B&T Top 5 (2)
    BB News (67)
    Blatant Self Promotion (23)
    Books (1)
    Buzz Words (9)
    Campaigns (58)
    Cannes 2008 (2)
    Employment Opportunities (3)
    Illustration (1)
    Industry News (80)
    Interesting Articles (95)
    Interesting Promotions (137)
    Media Gaffes (23)
    Newsletter (5)
    Online Applications (7)
    Production (5)
    Site Launch (48)
    Technology (27)
    Top 10 Banners (1)
    Viral (107)
    fun (13)
    June 2012 (1)
    April 2012 (1)
    February 2012 (1)
    January 2012 (1)
    November 2011 (1)
    October 2011 (1)
    July 2011 (1)
    May 2011 (2)
    April 2011 (1)
    March 2011 (5)
    February 2011 (2)
    January 2011 (4)
    December 2010 (3)
    November 2010 (4)
    October 2010 (4)
    September 2010 (3)
    August 2010 (8)
    July 2010 (8)
    June 2010 (3)
    May 2010 (4)
    April 2010 (4)
    March 2010 (6)
    February 2010 (7)
    January 2010 (7)
    December 2009 (7)
    November 2009 (3)
    October 2009 (5)
    September 2009 (4)
    August 2009 (6)
    July 2009 (4)
    June 2009 (6)
    May 2009 (11)
    April 2009 (11)
    March 2009 (13)
    February 2009 (23)
    January 2009 (37)
    December 2008 (24)
    November 2008 (16)
    October 2008 (36)
    September 2008 (26)
    August 2008 (9)
    July 2008 (11)
    June 2008 (9)
    May 2008 (11)
    April 2008 (9)
    March 2008 (13)
    February 2008 (23)
    January 2008 (18)
    December 2007 (15)
    November 2007 (11)
    October 2007 (12)
    September 2007 (9)
    August 2007 (12)
    July 2007 (19)
    June 2007 (11)
    May 2007 (11)
    April 2007 (24)
    March 2007 (23)
    February 2007 (11)
    January 2007 (6)
    December 2006 (10)
    November 2006 (15)
    October 2006 (15)
    September 2006 (17)
    August 2006 (20)
    July 2006 (8)
    June 2006 (12)
    May 2006 (13)
    April 2006 (4)
    March 2006 (17)
    February 2006 (14)
    January 2006 (7)
    December 2005 (8)
    November 2005 (3)
    October 2005 (5)
    September 2005 (5)