KitKat's 'Blink Break' Has Users Enter Staring Contests with Animals
Niko Pajkovic — June 8, 2022 — Marketing
References: kitkatblinkbreak & marketingdive
Chocolate wafer brand KitKat has launched an all-new interactive campaign called 'Blink Break' that leverages artificial intelligence technology and augmented reality. The activation invites KitKat fans to use their smartphone's selfie camera to participate in a staring contest with a variety of animals. The app can detect when a user blinks, in which case it will inform them that they have lost the challenge.
The playful activation will cycle through a range of “progressively more absurd animals.” The longer a user is able to hold out on blinking, the more random the animals seem to become. In addition, the app invites players to participate against other users on Instagram using the hashtag "#blinkchallenge."
Overall, the game plays into Kit Kat's broader 'Have a Break, Have a Kit Kat' slogan as it continually asks players if they "need a break?" as they stare off against their animal competitors.
Image Credit: KitKat
The playful activation will cycle through a range of “progressively more absurd animals.” The longer a user is able to hold out on blinking, the more random the animals seem to become. In addition, the app invites players to participate against other users on Instagram using the hashtag "#blinkchallenge."
Overall, the game plays into Kit Kat's broader 'Have a Break, Have a Kit Kat' slogan as it continually asks players if they "need a break?" as they stare off against their animal competitors.
Image Credit: KitKat
Trend Themes
1. Augmented Reality Selfie Campaigns - Opportunities arise for brands to create interactive campaigns that leverage AI and AR to engage customers in new ways.
2. Staring Contest Marketing - A new trend in engaging customers through playful staring contests, using AI to track users’ blinking.
3. Social Media Challenges - Companies can leverage social media to create brand awareness and user engagement with creative and interactive campaigns.
Industry Implications
1. Food & Beverage / Confectionery - Brands in this industry can create playful and innovative campaigns using modern technologies to increase customer engagement.
2. Marketing & Advertising - As brands search for new ways to capture their audience’s attention, trends like these create opportunities for marketing and advertising professionals.
3. Games & Entertainment - Companies in the gaming and entertainment industry can use this trend to create new and exciting interactive experiences for their users.
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