THE KIT KAT CHUNKY CHALLENGE

A RIGGED SOCIAL VOTING CAMPAIGN WITH CHUNKY - AS IN BIG - RESULTS.

With the KIT KAT Chunky Challenge, we aimed to introduce KIT KAT’s new Chunky peanut butter flavour, and engage a new millennial audience. To do that, we created the world’s first (we think) rigged voting contest, where you can’t pick KIT KAT’s new flavour, because it’s already been picked. 

First we enlisted in three pro athletes, Amir Johnson, PK Subban, and JP Arencibia. These pros competed in rigged video challenges to help their flavour “win” the contest. The videos and voting all lived on a dedicated Facebook tab, which acted as the hub. The campaign used targeted Facebook ads, sponsored posts, log-out page ads, banners, pre-roll plus takeovers and closed captioning, all communicating in millennial-speak. In addition, we developed unique social content for the athletes, spurring them to genuinely trash talk each other online.

When the challenge wrapped up, KIT KAT Chunky sales increased by 23% and KIT KAT as a whole enjoyed their largest sales in over two years. Oh, and we ate an absurd amount of chocolate bars. So, we had that going for us, which was nice.