We launched Nestlé Kit Kat's new Cookies and Cream Chunky Bars with Chungastruck, a digital campaign aimed at breaking the boredom amongst teens. The fictional game of Chunga, saw users challenge each other, and Chunga legend Hans Fagerlund, to realtime games played by stacking Kit Kat Chunky bars, giving the product hours of unpaid media.
The campaign earned $3.1m in six weeks and reached 46% of all Australian teens, earning a Bronze Pencil at AWARD and a gold Effie for campaign on a small budget. It also picked up a gold, silver and bronze at the IAB, with a finalist at Caples and ADMA.
Kit Kat
The Kit Kat Desk Jockey was always on. For 80 hours a week, he helped us make the most of our break by interacting with people in real time. From crowdsourcing help moving house, to facilitating a marriage proposal. At the end of the campaign, there were over 621,000 minutes of engagement.
The Desk Jockey shared posts and tweets of varying importance and followed a content calendar which included influencer partnerships.
