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KITKAT are set to unveil their first interactive television marketing campaign and have chosen to launch it on Kingston Interactive Television (KIT) on Monday November 5, in tandem with the start of KIT’s new Video on Demand service.
In a ground-breaking partnership, Nestle’s leading UK confectionery brand will be the dominant brand on KIT throughout November and December with a campaign that integrates advertising, sponsorship, direct marketing, sales promotion and customer research.
The VOD service, which will be supplied by Yes Television, will provide KIT’s 10,000 customer households in Hull and East Yorkshire with on demand access to more than 800 hours of films and popular television programming, including movies, comedy, drama, sports, music, children’s and lifestyle material. The on-demand service will enable KIT customers to pause, fast forward, rewind and watch programmes in their own time, whenever they want, as they would with a video.
KitKat will run different 10 second video commercials which mirror the ‘Have a Break…’ television ads and at the end of each one viewers will be led to a promotional screen offering £1 off the first video rental through the KIT VOD service.
Kit Kat will also sponsor KIT’s e-mail service while hotkeys will link to KitKat video adverts.
Commenting on the deal, KIT Managing Director Kevin Walsh said: “ KIT is the only platform where brands can create and deliver an integrated brand message using different marketing techniques. Kit Kat is the perfect brand partner for us to launch our exciting new video on demand service, which offers viewers the chance to relax, have a break and watch the programmes of their choice.”
Jon Lambert, KitKat Brand Manager said: “We view this as great opportunity to get some early experience of interactive TV. It’s exciting to be involved in such a pioneering media and the fit with the personality, positioning and even name of KitKat could not be better.”
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