​Shazam partners with Nestlé in new visual marketing campaign

Customers can now use the mobile app to visually interact with KITKAT bars

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.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.

Joe Hawks

Data privacy 2021: What should be front and centre for the CMO right now

Read more

Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online

Joe Hawks

The new rules of Millennial marketing in 2021

Read more

In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...

Fred Lawrence

DoorDash launches in Australia

Read more

Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

Sign in