The campaign was centered in London and took place throughout the month of February. Participants were able to scan posters that they encounter on buses and bus shelters with the Blippar app and they were then taken to a 3D Facebook-connected app where they could vote for their favorite of four new flavor options. The winning option will become the next Kit Kat Chunky flavor.
This is a very creative use for augmented reality. It is much simpler than some of the 3D mall activations we have seen in the past, but very effective.
It is interesting that Kit Kat chose augmented reality over the old mobile marketing standbys (QR and SMS short codes). This is just another example of how quickly brands are figuring out how to take what used to be novelty technology and incorporate it into a more comprehensive marketing plan.
Here is a quick video that Blippar released demonstrating the app: