MANILA – Taking a break just got more exciting as KitKat launches a campaign that gives fans a chance to star in their own action movie trailer as “Agents of the Break Movement”.
The campaign follows the brand’s viral adaptive content when Facebook was down last June. “KitKat is all about breaks,” said Sandra Puno, Nestle’s director of communications.
“We now did a video that says when you have to work, you become more productive if you take that break. And you know that, it’s like a power nap. You take a power nap and then you’re on, you’re even more productive,” Puno said of the campaign.
Users can be part of the campaign by visiting the KitKat website. By signing in with Facebook, aspiring agents can unlock their Agent Name’s secret meaning, and choose teammates from their Facebook friends list.
The website will then generate a movie trailer that is customized to include the team members’ names and photos.
The campaign seems perfect for the younger market, particularly the selfie generation, as there is a certain thrill in seeing one’s self in a video, even if it’s only their profile photo. Agents can then share their videos, as well as watch videos of other agents.
Puno noted that the campaign also makes use of geotargeting. “It’s like you’re really part of it. they zero in on you, ‘Oh, you’re in Makati. Without of course saying ‘You’re in Nestle Philippines’. It’s not as precise as that for security reasons,” she said.
The Break Movement theme can also be seen on Kitkat Philippines’ social media pages, with a dedicated hashtag #KitkatBreakMovement, and posts that address fans as ‘agents’ and asssign ‘missions’ that they can do over their break.
