Mobile app Shazam has announced a partnership with Nestlé which makes KitKat packaging interactive.
The effort will see millions of Shazam-enabled KitKat bars distributed as part of the consumer promotion.
The KitKat team have asked consumers to join ‘The Breakers Party’ for the chance to win “the break of a lifetime”.
By entering the competition consumers also have the chance to be awarded the ‘spoof title’ of Minister for Shopping, Tech, Music, Travel or Sports, with prizes valued up to $23,000 towards their chosen break.
Shoppers have been asked to 'Shazam' the packaging, go to the website, and follow the prompts.
A visual recognition capability was launched in June last year as part of Shazam’s broader 'Shazam Connect for Brands' product offering.
When coupled with the app's existing audio recognition capabilities, it allows marketers to make all consumer-facing touch points clickable, including traditional media, POS and packaging, to build a bridge from physical to digital.
There will be over 4.7 million Shazam-enabled KitKat bars in the Australian market.
The promotion is being rolled out via Shazam-enabled packaging, TVCs, digital marketing and social media as part of a fully integrated campaign.
