Kit Kat Chunky revives crowdsourcing push

Sebastian Joseph

Nestlé updates Kit Kat 'Choose a Chunky Champion' crowdsourcing push for 2013 with a superhero twist.

Nestlé is bringing back its Kit Kat Chunky ‘Choose a Chunky Champion’ crowdsourcing drive with a superhero twist as part of a £5m revamp after hailing the “enormous success” of the marketing campaign last year.

The confectionery brand will invite fans to vote for the next permanent addition to its Kit Kat Chunky range from four limited edition flavours due to launch later this month (14 January).

Each flavour will be championed by a spoof superhero in Shazam-enabled TV adverts, digital, outdoor, radio and mobile executions, a move Nestlé says will help make the campaign “bigger and better” than last year’s version which featured celebrities such as rapper Vanilla Ice and comedian Dom Joly.

Social media will play a major role in the campaign, according to Nestlé, which is targeting 18 to 30-year old men, who spend 30 minutes a day on Facebook.

Consumers will be encouraged to visit a dedicated Facebook page or use augmented reality app Blippar to vote for their favourite flavour. The voting period has been doubled this year from four to eight weeks and the winning flavour will be announced in March.

The limited edition flavours are Kit Kat Chunky Mint, Coconut, Hazelnut and Choc Fudge.

Nestlé claims last year’s campaign was the “biggest confectionery singles event ever for Nestle UK & Ireland” with over 600,000 votes cast on Facebook and 11 million bars sold.

A spokeswoman for Nestlé UK & Ireland says: “The consumer engagement in last year’s campaign, which saw Kit Kat Chunky Peanut Butter win the vote, was hugely impressive and we are excited about replicating the success. With consumers increasingly looking to have a say in the future of their favourite brands, what better way to interact with our fans than the Kit Kat Choose a Chunky Champion campaign which draws on the opinions of our consumers to develop the Kiit Kat range.”

Last September, Nestlé extended the original campaign with promotions for its Chunky White Chocolate variant, the most recent permanent addition to the Chunky range, after claiming that it had been the fastest selling variant during the crowdsourcing push despite not winning the vote.

If you have a great social media case study that can demonstrate innovation and ROI then make sure you enter the Marketing Week Engage Awards 2013. The deadline is 15 January and you can find more here.

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