|
|
 |
|
|
|
What: Funny Garbage worked with the J. Walter Thompson agency in Tokyo, Japan, to create an online marketing campaign for Kit Kat that would generate buzz and excitement among the core demographic of Kit Kat’s community of consumers — the Japanese youth market.
Where: http://www.breaktown.com
When: March 2002 – August 2002
How did we do it?
To achieve Nestlé’s marketing goals, FG created a cool, original animated world for Nestlé’s Kit Kat web site, offering a unique and fresh presentation of the Kit Kat brand while simultaneously integrating interactive quizzes and marketing surveys into the narrative of the site to seamlessly collect customer data, including demographic information, product preferences, and other information from consumers.
FG The Kit Kat website showcases four trendy young Japanese characters and their adventures in an imaginary world called “Breaktown.” The Breaktown campaign includes an online contest to cast real world participants, called “Breakers”, to go on product related “missions.” After each mission, the participants report back through the site using journal logs, photos, sound and video. Registered site visitors are invited to vote on their favorite Breaker. The missions culminate in an overall winner who receives prizes and notoriety as the most fun and creative Breaker.
Why was it successful?
- FG’s creative team used Flash to support a visually rich site including collaged backgrounds, animated characters, custom sound design, and interactive play. The site’s complexity and sophistication create an environment that users return to again and again to check out the latest content.
- FG’s talented in-house illustrators and animators created four unique characters who skateboard, dance, spin records, and hang out together in the invented world of Breaktown. These characters are the guides who lead site visitors through the world of Breaktown and the promotional campaign activities.
- Funny Garbage was able to create a site that worked seamlessly for both English and Japanese users by implementing technology to manage various language character sets, including Kanji.
- FG’s technology department utilized Php and Postgres SQL to provide Kit Kat with an easy to maintain database which is used to collect consumer data and reach out to the users with targeted content and product messages.
- The Breaktown marketing initiative includes Kit Kat candy product inserts and packaging which promote the website, using the FG-created characters and visual imagery of Breaktown.
|
|
|
|
