JWT digital connects Kit Kat to consumers

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Screen shot 2010-05-21 at 4.23.48 PM.pngJWT Sydney has created a ground-breaking Australian first with 80 hours of live online content at the Kit Kat promotional site that sets the standard for true two way conversations between brands and consumers.

Launching Monday 24th May is The Desk Jockey – a live brand experience for Kit Kat that enables consumers to interact with the Kit Kat brand in a unique and innovative way during their break.

“Holed up in an office is the Kit Kat Desk Jockey – a desk bound assistant is “Working Like a Machine” performing tasks so you don’t have to and allowing you to take a break,” explained Ashadi Hopper, National Creative Director – Digital & Direct.

“The Desk Jockey will entertain his viewers live on webcam. How he entertains his audience is left to the viewers who interact with him in real-time using Facebook and Twitter to submit their requests to him,” adds Hopper.

Desk Jockey is linking with Facebook and Twitter to drive word of mouth around “Taking Time Back” and driving engagement amongst consumers. When a requested task has been fulfilled, the Desk Jockey will respond directly to the viewer using their preferred method of communication (Facebook or Twitter). Users are encouraged to share their tasks with their friends and voting them up and down will get the Desk Jockey’s attention and prioritise the request. 

“With the Desk Jockey, we’re allowing the consumer to create a unique brand experience personalised to them.  Having the ability to shape your own brand experience through a live and interactive event is a very different proposition to what we’ve seen from brands online. It’s very much a social experiment and we’re intrigued to see how it will be received,” continues Hopper.

The Desk Jockey has been created with social media behavior top of mind, catering to different levels of engagement and method of participation. There’s an audience for the live event who will actively participate by submitting tasks and sharing it with their friends and the secondary audience of users who will be able to sit back and watch some of the 80 hours of content edited into highlight packages. 

The Desk Jockey will be in residence live Monday – Friday between 12pm-4pm AEST from May 24th to June 18th.  Outside of these hours users can still submit tasks or watch a replay of the day and weekly highlights which will be posted to on the Desk Jockey / Kit Kat YouTube & Facebook page. 

“JWT Sydney has created a ground-breaking opportunity for entertaining, real-time two way engagement between Kit Kat and consumers that fits seamlessly into the “Working Like a Machine” advertising and promotional themes,” says John Broome, Nestlé’s Head of Marketing – Confectionery and Snacks.