​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!

Error: Please check your email address.
Show Comments

Blog Posts

Creating the ultimate customer-centric environment in 2018

All businesses today that are serious about being successful have adopted a customer-centric environment.

Katja Forbes

Founder and chief, sfyte

Embrace customer obsession to transform marketing into a catalyst for growth

In 2018, Forrester believes 20 per cent of CEOs globally will fail to act on digital transformation and put their firms at risk.

Michael Barnes

VP research director, Forrester

How challenger brands can win at biddable media

Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.

Chris Pittham

Managing director, Jaywing

While a lot has been said about AI and machine learning, I don't see it put to extensive use as yet. I will be happy to have it help the ...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Wowww! What A Awsome Blog! Thanks for this wonderful post I really got many valuable information through it. As a learner it's not so eas...

Mia Joseph

Predictions: 8 digital marketing trends for 2018

Read more

What you have said about AI, machine learning and voice activation is very true. Some of the other things we are already observing is the...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Yes, Digital Marketing now getting growth at the higher level. we can't predict today trends in the digital world. Nice stuff! Thanks for...

lorenso

Predictions: 8 digital marketing trends for 2018

Read more

I believe Digital Marketing is moving more toward social media and influential marketing. People are trying to grow their influence as in...

Rachel Kieran

Predictions: 8 digital marketing trends for 2018

Read more

Latest Podcast

More podcasts

Sign in