Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.
Mobile app Shazam announced it partnered with Nestlé as part of a new marketing campaign enabling customers to visually interact with their KITKAT chocolate bars.
The partnership sees millions of Shazam-enabled KITKAT bars distributed as part of their latest consumer promotion, as part of a competition where The KITKAT team are on the search for people to join ‘The Breakers Party’ to have the chance to win ‘the break of a lifetime’.
In order to interact with the brand, customers open the Shazam app on their smartphone, hold the phone over the front of the KITKAT and then tap the camera icon to visually Shazam the packaging.
“The partnership between KITKAT and Shazam shows how we can bring innovative and easy-to-use technology to consumers to enhance their break and delight them in new ways,” Nestlé’s head of marketing, Chris O’Donnell, said. “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.
Visual recognition was launched in June last year as part of Shazam’s broader Shazam Connect for Brands product offering. When coupled with the apps existing audio recognition capabilities, it allows marketers to make all consumer facing touch points clickable, including traditional media, POS and packaging - effectively building a bridge from physical to digital.
“We have launched over 40 visual campaigns since mid-last year but this is certainly our most ambitious undertaking to date,” Shazam’s VP Asia Pacific, Steve Sos, said. “It is great to be working so closely withsuch a progressive marketer on one of the world’s truly iconic brands, KITKAT. Our one touch audio and visual recognition, coupled with the scale our waterfront property on millions of smartphones brings, should add an exciting layer of interactivity and engagement to the KITKAT campaign.”
The promotion is being rolled out via Shazam-enabled packaging, TVC's, digital marketing and social media, as part of a fully integrated campaign. There will be over 4.7 million Shazam-enabled KITKAT bars available in the Australian market.