KitKat celebrates the return of its “Have a break, Have a KitKat” brand positioning with an AR staring contest. The goal is to engage with a younger audience and to encourage customers to stay focussed.
In the application, users compete with various animals in each contest as they progress through the challenges. Each challenge has another animal, such as a cat or an owl, that takes longer to blink. Between each level, players will also be able to compete against each other and share the results.
The hashtag #HaveABreak has already over 320.000 posts on Instagram. Furthermore, about 70% of Instagram users are in the target audience of KitKat so this is a great platform for this application.