destination 2: KIT KAT playground

A brand in the eyes of a consumer is the name of a product, the logo, the mascot. It’s a ‘marketing tool’ that attracts the consumer to a product when they reach out to it. But what happens when a brand reaches out to the consumer… not just through a flashy logo nor a TV advert… but in REAL LIFE.

This is experimental marketing. A strategy increasingly utilised by marketers to convey a brand story and build relationships.

Brand awareness and loyalty can be reinforced through this method, when consumers associate positive feelings, emotions and judgements to the brand, after experiencing such positivity from the experiential marketing campaign. By simultaneously appealing to the five senses, i.e. right-here-right-now tangibility, consumers are exposed to a window of opportunity to form a strong connection to the brand.

CBO’s pay attention:

  1. Make consumer feel special

Consumers need to feel special, not just like another number. Marketers need to understand what makes their target market tick, and to establish a special relationship with them based on this. 

QANTAS’s business class provides the customer with luxury ‘extras’ and the most popular of them, the PJs. They have the ability to satisfy ego, and depict a desired state of luxurious brand personality – helping the consumer feel extraordinary even after touch-down.

2. Make it unexpected and unique

A simple surprise will capture the consumer. To be caught off guard promotes cognitive learning and further, resonance through a memorable experience.

But don’t make is outrageously unexpected like Jagermeister pouring liquid nitrogen in the pool… resulting in many in hospital. Such a negative experience results in negative connotations for the brand!

3. Don’t lose sight of the brand message

Just like Disneyland, the happiest place on earth, ensure the brand’s message doesn’t get lost in the creativity of the brand narrative. This will ensure resonance long after the event.


KIT KAT: the King of breaks

We always love having a break.. everyone does. Whether it be listening to music, enjoying the company of another, or just having time alone.
KE & IS having a break, having a Kit Kat

Kit Kat over the years has created a brand of indulgence, enjoyment and the idea that a moment away from one’s busy schedule is beneficial to us all. They have tied themselves to the word ‘break’, making it irresistible to associate the two: have a break, have a Kit Kat.

Kit Kat’s main aim of increasing brand association, brand awareness and creating that ever lasting bond with consumers through positivity, upbeat music, smiles, picture taking, and pleasant surprises

An experience that makes us feel special, creates a unique experience and reinforces a brand message creates the perfect recipe for awareness. So do these elements deliver and do we love the message enough to spread the word?

1. Make consumer feel special
Tick! We feel special because the Kit Kat bench you choose to engage with, can be unique to you. The brand delves into a deeper level of customer relationship by not only providing value through time and place utility (having the venue conveniently position in a  popular ‘break’ spot), but also through form utility by personalising the benches to give the experience a more individualised touch.

2. Make it unexpected and unique
Kit Kat took an ordinary object and spun it on its head by turning a picnic bench into a life-sized Kit Kat. Don’t tell me you saw that coming….

Through this uniqueness,  consumers are more likely to remember the experience. 

3. Don’t lose sight of the brand message
It definitely reinforces the message of their slogan ‘have a break, have a Kit Kat’ no doubt about it. The brand messaging of enjoying a break was continually reinforced through positive hedonic experiences i.e. the enjoyment gained through compliments, societal enjoyment when others enjoyed the music played and the goofy clumsiness of the ‘uplifting break’ bench.

We can say it is a successful in driving engagement and awareness through social media routes and therefore meets the aim of the brand experience.

However, whilst it incorporates people of all ages and increases word of mouth, only those in youths are more likely to share it on social media or even HAVE  social media. This resulting in the message not as likely reaching oldies. Therefore creating a fatal flaw in that engagement may have been severely lower.



Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s