2022 Winners & Shortlists

Why is this work relevant for Entertainment?

With the launch of the partnership for KitKat gaming, the focus was not on the esports side of the gaming community but rather on the entertainment element, the fun content and the memorable moments that will be created through the partnership between KitKat and the influencers. The brand was integrated within the influencers content and led to the creation of entertaining gaming content with KitKat Chunky. Live YouTubers, gamers and professional Esports players are the new celebrities. Power Esports and Mossad al Dossary were at the forefront of this partnership and created entertaining authentic gaming moments.

Background

With the massive growth on Gaming in MENA, KITKAT was looking to integrate themselves into gaming by leveraging on KITKAT and focusing on a young target audience with gaming at its core. Gaming in the MENA region is experiencing an exponential growth, the gaming community is mostly dominated by the youth with gamers aged between 16 to 25, audience is digitally connected and always on as well as experience seekers and heavy social media users. Chocolate is one of the favorite snacks for gamers, as we saw that snacking on chocolate bars is famous among gamers in the region.

Describe the creative idea

Gaming can be intense! Especially when you’re competing against other top players around the world. Sometimes all you need is a quick break to get your head back in the game. Cue the “Have a break, have a KitKat” messaging. Using the power of their persuasion and influence, Power Esports and Mossad integrated the KitKat messaging into their global communities in a fun, engaging way. The main focus was to integrate KitKat inside the content and keep it authentic to both the brand messaging as well as the influencer's content.

Describe the strategy

To build affinity between gaming community and KitKat and to integrate themselves into gaming by leveraging on KITKAT and focusing on a young target audience with gaming at its core, partnered with two of the biggest gaming influencers in the industry – Power Esports and Mossad Al Dossary. Knowing chocolate is a popular snack with gamers, we wanted to be one of the first chocolate brand’s to associate our product (namely the Chunky KitKat) and its messaging – “Have a break, have a KitKat” – with taking the perfect snack break during gaming. power esports team consists of 12 professional Esports players has garnered a huge fan base with a collective 2.25 million social media followers. Gamer-influencer Mossad Al Dossary is one of the most followed and watched FIFA Esports players in the world.

Describe the execution

KitKat’s 12-month partnership with Mossad included 3 YouTube videos, 4 Live Streams on Twitch, 1 Twitter post, 2 Instagram posts and 5 Content Series on Twitch. The content created with Mossad focused on having the brand integrated within the game itself ( FIFA) as an authentic fifa player card unpacking. KitKat’s 6-month partnership with Power Esports included 5 YouTube videos, 24 Twitch Live Streams, 5 Twitter teaser videos, 6 Twitter posts, 1 Twitter shong, 6 Instagram posts and 1 Instagram shong. Both partnerships also included ongoing product placement. The partnership focused on the channels of the influencers and we executed social media takeovers on KitKat Arabia social pages.

Describe the outcome

This successful campaign saw the following results: Combined reach of 5,000,000 200,000 live views on sponsored live streams 1,556,363 views on created content 3,269,895 interactions 414,000 engagements