​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

More Videos

Modernization on marketing to promote products and business is really a big leap especially the age of social media. Thanks for sharing s...

Brayden Manchee

How National Tiles used digital personalisation to deliver 15 per cent of revenue online

Read more

Great write-up. I wrote an article about ASMR as well and the top ASMRtists:https://medium.com/illumina...

Dexx Mason

ASMR: Flash in the marketing pan, or something more?

Read more

Nice to be visiting your blog once more, it has been months for me. best mp3 converter

Yolanda R. Skillman

Melbourne Fashion Week: Using digital and insight to drive engagement and attendance

Read more

Typically I visit your web journals and get refreshed through the data you incorporate yet the present blog would be the most obvious bes...

Yolanda R. Skillman

What automated design is going to do to 3D printing and product customisation

Read more

I am overpowered by your post with such a decent theme. best mp3 converter

Yolanda R. Skillman

Report: Accountability key to marketing's influence in business

Read more

Blog Posts

Taking back control of your tech

To win in customer experience, brands need to take back control of their technology.

Michael Titshall

VP, managing director, R/GA Australia

Brands with internal customer insights capability will survive and even thrive

According to The Australian Bureau of Statistics, two-thirds of Australian businesses across all sectors have reported taking a hit to revenue or cash flow due to COVID-19. About one in 10 said they have paused trading altogether. In 70 per cent of cases, this was due to COVID-19.

Pip Stocks

CEO of BrandHook and founder of Hearsay

Before corona (BC) and after corona (AC)

Our corporate structures are long hardwired into our psyche and state of mind. Are years and years of engrained behaviour versus a few weeks of ‘new’ during COVID-19 really going to make that much impact?

Fiona Johnston

CEO, UM Australia

Sign in