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Kit Kat's homepage is currently a parody of Android announcement page

kitkat.com

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Re: Kit Kat's homepage is currently a parody of Android announcement page

#191

Post by unreal37 »

olalonde wrote: post #139

I've always wondered how those companies (Nestle in this case) can measure the effectiveness of such one off advertising campaigns. After all, more people might buy Kit Kats in the following days but since consumers do not buy directly from Kit Kat, it might take some time before retailers realize they should order larger quantities of Kit Kat and due to this delay Nestle might never know which advertising campaign w…

I've worked on the web site for a few big global brands. Believe it or not, there are companies out there (like Spire [1]) that can link web visitors to actual in-store sales. I was involved with a client last year who ran a report matching registered users from their site to in store buyers, to measure how much their users actually spend on their products. It's hit and miss, frankly.

But for a campaign like this, I am sure the web and marketing teams are overjoyed if their web traffic doubles over the course of a week. That would be counted as a major win. Marketing drives to measurable metrics (like hits) and we let the sales teams worry about sales.

Also, there are analytics people using tools tonight counting mentions across the web. How many impressions through mentions is huge in the marketing space. "50 million people heard about the new KitKat homepage through news articles!" This campaign will be submitted to Cannes next year and possibly win a Gold Lion.

[1] http://www.spirenow.com/

Re: Kit Kat's homepage is currently a parody of Android announcement page

#193

Post by raarky »

marcamillion wrote: post #70

Wow...I am surprised how awesome this is. I genuinely feel like going out and buying a KitKat. I wonder what the economics of this campaign looks like. Did Google pay Nestle, vice versa or no money change hands? This is awesome....I love to see a big company having fun.

Google approached Nestle. No money changed hands according to this article

http://www.bbc.co.uk/news/technology-23926938

Re: Kit Kat's homepage is currently a parody of Android announcement page

#194

Post by marcamillion »

raarky wrote: post #193
marcamillion wrote: post #70

Wow...I am surprised how awesome this is. I genuinely feel like going out and buying a KitKat. I wonder what the economics of this campaign looks like. Did Google pay Nestle, vice versa or no money change hands? This is awesome....I love to see a big company having fun.

Google approached Nestle. No money changed hands according to this article http://www.bbc.co.uk/news/technology-23926938

Wow....talk about a marketing coup by Nestle.

Any company that was approached by Google for something like this - if they never took it...would likely be a very dumb move.

Re: Kit Kat's homepage is currently a parody of Android announcement page

#196

Post by furyg3 »

lifeisstillgood wrote: post #136
oneeyedpigeon wrote: post #123

Earlier quoted context omitted.

I find the thought of dead babies in Africa tends to put me off my confectionary.

You got an upvote from me simply for knowing about it but perhaps you want to provide more references to Nestles baby formula history etc Start here : http://en.m.wikipedia.org/wiki/Nestlé_boycott

Irrespective of boycotts, please please buy chocolate products that have independent certification from a third party (UTZ Certified, Fair Trade, Rainforest Alliance).

Certification isn't perfect, and different labels focus on different things (though most cover child labor, environment, fair working conditions), but they give a signal to the corporations that you are expecting more than just sugar at the lowest price. Some Nestle products in some markets have third-party certification. If you want to buy Nestle, buy those.

Re: Kit Kat's homepage is currently a parody of Android announcement page

#198

Post by calinet6 »

peanut3 wrote: post #190
calinet6 wrote: post #176

Earlier quoted context omitted.

The measure of marketing is effectiveness, not moral validity. I'll let you judge that for yourself (and you clearly have).

So this effusive line: "A success of honesty and humanity that may or may not be insanely successful, but is at least authentic and refreshing." Was actually about effectiveness?

Yeah, it's how I interpreted it, it's how others will likely interpret it. I'm qualified to say this because I'm a designer and marketing professional and have a knack for empathy and understanding how a variety of people will perceive campaigns. Connotations and evoked feelings are a huge part of this, and Google-Kat has achieved those feelings of authenticity here without a doubt. It's a good campaign.

Re: Kit Kat's homepage is currently a parody of Android announcement page

#199

Post by peanut3 »

calinet6 wrote: post #198
peanut3 wrote: post #190

Earlier quoted context omitted.

So this effusive line: "A success of honesty and humanity that may or may not be insanely successful, but is at least authentic and refreshing." Was actually about effectiveness?

Yeah, it's how I interpreted it, it's how others will likely interpret it. I'm qualified to say this because I'm a designer and marketing professional and have a knack for empathy and understanding how a variety of people will perceive campaigns. Connotations and evoked feelings are a huge part of this, and Google-Kat has achieved those feelings of authenticity here without a doubt. It's a good campaign.

"... and Google-Kat has achieved those feelings of authenticity here without a doubt"

You don't see the irony here, do you? This is why it's so crass.

Re: Kit Kat's homepage is currently a parody of Android announcement page

#200

Post by baddox »

sc00ter wrote: post #165
devbin wrote: post #153

Earlier quoted context omitted.

Doesn't matter in the US. As Kitkat sold in the US is made by Hershey. http://www.hersheys.com/kitkat.aspx

Which presumably means it's covered with the same disgusting fake chocolate that the rest of Hershey products are made with, which means it's not really a KitKat...

Everyone outside the US says that, and I agree that nice European chocolate is notably different than Hershey's chocolate, but I've had both American and European KitKats and they taste identical.
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