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URL: http://www.kitkat.co.uk/Flash/
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Key Industries:
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Confectionery
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Entertainment & Leisure
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Gaming
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Internet
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Sport
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Key Sectors:
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KITKAT™
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Brief
To create a Red Card App for KITKAT™ in the run up to the global football competition, the 2010 World Cup.
Strategy/Execution
In the run up to the most talked about football competition in the last 4 years, sports fans around the country are preparing to watch referee decisions in microscopic detail. Especially in Group C.
As part of the KITKAT™ Cross Your Fingers Campaign, Skive has developed the Red Card App, giving users the voice and tools of the man in black. Now every football fan can be a referee and make the 'right' decisions all of the time.
The app offers a choice of reasons to issue a Red or Yellow card, all accompanied by a referee's whistle and voice. For an instant red card, users can shake their iPhone and 'send friend's off' for random reasons like spilling a drink, obstructing views of the game or simply because someone is supporting the wrong side!
Users can record their own voice, personalising decisions and can upload reasons on Facebook or Twitter to name and shame friends and culprits.
Nestlé’s £10 million football-themed cash giveaway for KITKAT™ - the 'Cross Your Finger's' campaign, aims to encourage fans to cross their fingers for the England team during this year's World Cup. There's the chance to win £1,000 every day for consumers who enter the promotion, running until 11th June. All those who enter will receive the free app.
KITKAT™ Red Card App is now available in iTunes Store. Compatible with iPhone, iPod Touch and iPad.
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