Shazam partners up with KitKat to make packaging interactive in latest promotion
Today, Shazam has announced an innovative new partnership with Nestlé, set to significantly enhance the way marketers engage with consumers and consumers engage with brands. The partnership sees millions of Shazam-enabled KitKat bars distributed as part of their latest consumer promotion.
The KitKat team are on the search for people to join ‘The Breakers Party’ and in doing so they have the chance to win the break of a lifetime. By entering the competition consumers also have the chance to be awarded the ‘spoof title’ of Minister for Shopping, Tech, Music, Travel or Sports, with prizes valued up to $23,000 towards their chosen break.
To be in with a chance to win, consumers are invited to purchase any promotional KitKat, Shazam the packaging, go to the website and follow the prompts. ‘Shazaming’ is easy – consumers simply need to open the Shazam app on their smartphone, hold the phone over the front of the KitKat and then tap the camera icon to visually Shazam the packaging.
Visual recognition launched in June last year as part of Shazam’s broader Shazam Connect for Brands product offering. When coupled with the apps existing audio recognition capabilities it allows marketers, for the first time, to make all consumer facing touch points clickable; including traditional media, POS and packaging – effectively building a bridge from physical to digital.
Says Steve Sos, VP Asia Pacific, Shazam: “We have launched over 40 visual campaigns since mid-last year but this is certainly our most ambitious undertaking to date. It is great to be working so closely with such a progressive marketer on one of the world’s truly iconic brands, KitKat. Our one touch audio and visual recognition, coupled with the scale our waterfront property on millions of smartphones brings, should add an exciting layer of interactivity and engagement to the KitKat campaign.”
Says Chris O’Donnell, head of marketing at Nestle: “The partnership between KitKat and Shazam shows how we can bring innovative and easy-to-use technology to consumers to enhance their break and delight them in new ways. We are excited to be the first confectionery brand in Australia to offer this technology on packaging and in doing so truly integrate through the line. There will be over 4.7 million Shazam-enabled KitKat bars in the Australian market.”
The promotion is being rolled out via Shazam-enabled packaging, TVC’s, digital marketing and social media, as part of a fully integrated campaign.
5 Comments
sounds like they just added a QR code scanner as a feature to the app and stuck QR codes in the packaging.
You couldn’t even make this up..
Go check out the website and the content.. it’s worse than the QR idea.
These guys have truly lost the plot and taken their agencies with them!
Lame.
They should have built it so you that when you snap / break the KitKat, Shazam recognises the ‘sound’…
Nice QR code idea though, really “innovative”, “new”, “exciting” and whatever.
Shit for those non-smart phone owners.
What happens if you don’t have a smart phone???
This precludes a lot of people who would like to enter. It left a bad taste in my mouth – hope eating the Kit Kat will take it away.
I think whoever organised the entry for the competition was too smart for their own good. Not a happy Kitkater.