Nestle Kit Kat launches the UK’s largest NFC-enabled OOH campaign

Kit Kat’s ‘We Will Find You’ promotion sees the distribution of six chocolate bars fitted with a GPS tracker. On discovery of a winning bar, the consumer will be instructed to activate the GPS tracker upon which a GPS device will be activated and a team will be sent out to deliver a £10,000 prize directly to the winner.

3,000 x OOH 6 sheets have been fitted with NFC/QR Touchpoints that will direct users to live competition updates and the opportunity to enter a secondary competition with an on-pack code via Facebook.  Smartphone interactions drive to a mobile landing page which hosts updates on the number of GPS bars left, allowing consumers to interact with the promotion via their entire OOH campaign.

Posterscope, working in conjunction with Mindshare, JWT and Pragmatica, have delivered this campaign with JCDecaux, Clear Channel and Primesight.

OOH is fast becoming a recognised physical portal through which consumers can connect instantly with the online content of their favourite brands. Trusting the brand and the OOH medium to direct them to the relevant, useful and entertaining content they constantly crave.

With UK Smartphone penetration now over 50%, consumers are conditioned to expect instant information gratification and the smart phone is the ultimate enabler, connecting our physical world to the online instantly.

Source: JCDecaux