KitKat wanted to encourage people to put down their phones and reconnect over their new product, the eleven fingered KitKat block, so teamed up with J Walter Thompson to come up with a marketing strategy to do just that. They created the KitKat mobile parking lot, a simple piece of cardboard packaging designed to look like a carpark, where people could place their phones whilst taking a break.
KitKat mailed out the mobile parking lot with their new Snap & Share chocolate biscuits to 120 exciting new businesses up and down the UK, including Skyscanner and Spotify, encouraging the workers to park their phones, take a break and enjoy some KitKat.
We love that this marketing campaign took advantage of the rise of social media in a different way, inspiring people to have a breather from the digital world and enjoy some real-life conversation instead. Plus, the marketing materials here are very affordable and easily distributable, so making this an extremely clever promotional campaign.