This social media campaign proposes building a Kit Kat Romania Facebook page and Twitter account to promote taking occasional breaks. On Facebook, a contest will be held where people can submit creative stories about Kit Kat's 75-year history and win a prize package. On Twitter, conversations will be started with people mentioning being tired from work and needing a break. A hashtag #haveabreak will be used. Additionally, a website and mobile application will be launched where users can collaboratively write songs by contributing parts during breaks, with the most popular songs compiled into a downloadable album.
2. Insight We work too hard. We have too little time to enjoy ourselves and when we find the time for a break we’re too tired to enjoy it.
3. The proposal We need the occasional break to have some fun and relax. Why not make Kit Kat your favorite break pastime?
4. 1st stop: Facebook Build the Kit Kat Romania fanpage. Purpose: build a community of people who enjoy having occasional fun and relaxing breaks from their day to day work and lives and who are also KitKat fans. Something in the lines of… (click)
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6. Profile picture – large format to advertise the current promotion/contest Info tab – short description of the page Product range– picture of the product range with short descriptions Photos – prints from the current campaign 75 ani de pauza– the Kit Kat history, flash support (inspired by the Kit Kat worldwide FB account), will contain the Romanian campaigns too. Kit Kat Break Kit– the contest tab and also welcome tab for the page.
7. 2nd stop: here come the fans Ok, we have the fanpage, but where are the fans? People love contests, especially when the prize appeals to them. So, why not offer them a prize that will make their breaks even more fun and relaxing?
10. a Kit Kat lunchbox full of Kit Kats.Gift’s worth: aprox $300
11. How to enter the contest Kit Kat is celebrating 75 years of the break. Find the most creative and fun way to tell the story (video/audio/text/flash etc) and submit it to 75years@kitkat.ro
12. How to win All proposals will be uploaded in the Kit Kat Break Kit tab on Facebook. Get the best score for your proposal (stars & no of votes, not likes). Hints: convince your friends to vote for you, share on your wall, invite friends to participate.
13. Why People learn in a fun way about the Kit Kat philosophy and identify with it. They have fun. WOM – let their friends know about it. We build a community of people who understand the Kit Kat idea and are open to our future activites.
14. 3rd stop: Twitter At the same time with the FB account. Twitter account: @haveabreak The plan: follow influential people and join the conversation. Whenever someone tweets about how tired they are, or bored at work, we step in and tell/show them a funny thing that will distract them for a minute.
15. Have some fun We create a hashtag: #haveabreak Use this hashtag whenever we tweet people about how much they work and how bad they need a break. The funny content on the Kit Kat account will spread and the hashtag will be used by people outside the Kit Kat generated conversations.
16. Something @bogdanawould say… worked all night on the presentation for tomorrow’s pitch. Hell, I really need to #haveabreakright now.
17. Where are we now? People understand the Kit Kat concept. We have a strong growing community of fans. We are generating relevant conversations on Facebook and Twitter. What next?
18. Website + application We launch the Kit Kat Romania website. www.kitkat.ro Home|Povestea Kit Kat|Produsele Kit Kat|Promotii| Home|The Kit Kat Story|The Kit Kat range|Promotions Design in the line of the other Kit Kat websites.
19. The application The idea: enjoy your breaks by writing parts of a song, resulting in a collective track. At the end, we chose the best tracks and make a compilation that can be downloaded from our website. 3 of the tracks will also have videos.
21. How we promote it Social ad (poll): How do you enjoy your short breaks? Dozing off Listening to music Annoying my colleagues Reading my favorite Bible verses Watching birds When the user clicks on either one of the answers, he is redirected to the Facebook landing page, that will change to the current game/activity. Twitter
22. In the Facebook tab Text that explains the game in an appealing way. A flash presentation of the finished tracks. Call to action: get started on your own track now! ->Redirects to website.
23. On the website How to play – explains the mechanism in easy, appealing terms. See your friends’ tracks See all submited tracks -> Start your own track now!
24. How it works pt.1 If you’re starting your own track. Connect with Facebook– allow wall posts by the application Choose beat: reggae, rock, electro, house, chill, R&B etc. Arrange beat: groups the beats into bulks - intro, verse, bridge, chorus, outro. Chose a name for your track. Save. Chose visibility: only friends can work onthis track/ anyone can work on this track Invite friends: chose from your list + standard call to action message “Hey, guess what, I’m starting my own band and I’d like you to be one of the members!” Automatic post on wall.
25. How it works pt.2 If you’re invited to the application: Receive an application request. Accept request. Connect with Facebook. The application opens to your friend’s track. Chose instrument (piano, flute, electrical guitar, acoustic guitar, trumpet etc). Write your piece according to the delimitations made by your friend. Save changes. Post on wall. The friend receives a notification that his track has been changed. Invite friends.
26. When it ends A track can have a maximum of 10 instruments. The user who created the track decides when it is finished (mark as ready). The track is available for listening and voting in the FB tab and on the website. After 2 months, no more tracks can be submitted. People have 2 extra weeks to vote for their favorite songs.
27. How it ends Top 15 tracks get featured in the Kit Kat Compilation, available for free download on the website and on Facebook. Top 3 songs get a custom made video made with the pictures of the users from their Facebook profiles, that they can share on their walls, with their friends.
