Nestlé has partnered with mobile app Shazam for a consumer promotion that will see millions of Shazam-enabled KitKat bars distributed around the nation.
The new campaign is being rolled out via Shazam-enabled packaging, TVC’s, digital marketing and social media, as part of a fully integrated campaign.
“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,” said Chris O’Donnell, head of marketing at Nestle. “There will be over 4.7 million Shazam-enabled Kitkat bars in the Australian market.”
Visual recognition was launched in June last year as part of Shazam’s broader product offering. When coupled with the app’s 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.
Shazam’s VP Asia Pacific, Steve Sos said “We have launched over 40 visual campaigns since mid-last year but this is certainly our most ambitious undertaking to date.”
