Located in Paraguay, the Kit Kat bench is an ingenious promotion that rewarded individual passersby with a free chocolate bar when the machine sensed they had taken a sufficient "break." The stunt featured the machine located in busy public squares and dispensed a free Kit Kat bar when the sensors registered an individual sitting on the Kit Kat bench for at least 60-second.
The playful campaign bench resembled the texture and appearance of a Kit Kat bar.
The automated Kit Kat bench was a project of agency Nasta, who dubbed the specially designed vending machine the "Break Machine." In a similar publicity stunt, JetBlue recently gave away free flights and baseball tickets to anyone in New York brave enough to steal one of their peelable bus stop ads.
Key Themes Behind This Trend
- Candy-dispensing Public Benches
- Disruptive Innovation Opportunity: Integrating vending machines into public benches to provide instant rewards and incentives for individuals.
- Interactive Promotional Campaigns
- Disruptive Innovation Opportunity: Creating engaging and interactive experiences that reward consumers for their participation.
- Sensor-enabled Marketing
- Disruptive Innovation Opportunity: Utilizing sensors to detect consumer behavior and trigger personalized promotions or rewards.
Where This Applies
- Outdoor Advertising
- Disruptive Innovation Opportunity: Incorporating interactive and experiential elements into traditional outdoor advertising to capture consumers' attention.
- Confectionery
- Disruptive Innovation Opportunity: Introducing smart vending machines and interactive packaging solutions to enhance the consumer experience in the confectionery industry.
- Marketing and Advertising
- Disruptive Innovation Opportunity: Leveraging technology and gamification to create memorable and impactful marketing campaigns for brands.
