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Android Kitkat innovates with TOI

By Devesh Gupta , afaqs!, New Delhi | In Media Publishing | November 06, 2013
The chocolate brand re-emphasised its recent tie up with Android by launching a print innovation across TOI.

Kitkat, the chocolate brand from Nestle, recently came up with an innovation across several editions of The Times of India on October 17 to re-emphasise its recent tie up with Google's Android. The innovation showcased that Android, after eating Kitkat, has become Android Kitkat.

Android Kitkat campaign

Android Kitkat campaign

Sheena Kapoor

The chocolate brand had come up with a print ad, which when scanned through an Alive App or a Pointart App took the reader to a video that shows Android walking and taking bites of Kitkat, transforming itself into Android Kitkat.

It was a digital campaign for Android KitKat, where readers could win 1,000 Nexus 7 Tablets every hour.

The campaign was executed by TELiBramha within less than a week. The creative agency for the campaign was JWT, while the media buying was taken care of by ZenithOptimedia.

The innovation was done only in TOI across all the editions. It was targeted at the age group of 18-35 years.

Speaking about the campaign, Sheena Kapoor, head, innovations, TOI Group, says, "Nestle used an attractive edit wrap innovation and augmented reality apps Alive and Pointart. The idea was to effectively use the strength of the print medium to build awareness for its digital campaign and drive traffic. It got a tremendous response for the campaign with more than 50,000 hits on Alive. And a testimony to the fact that print can complement and boost digital campaigns."

The news about the partnership between the two first broke on September 4. It's an outcome of a partnership between Google and Nestle, where both companies inform that no money has changed hands.

To celebrate the announcement, Android KitKat made a promotional video poking fun at the dramatic debuts of gadgets from other smartphone makers, especially those done by Apple. The video - complete with inspirational music and close-up "product" shots - promised that Kitkat will be the "future of confectionery."

The earlier versions of Android were known as Cupcake, Donut, Eclair, Froyo, Gingerbread, Honeycomb, Icecream Sandwich and Jelly Bean.

Nestle was founded in 1866 by Henri Nestlé in Vevey, Switzerland, where it still has its headquarters. It employs 2,80,000 people and has factories/operations in almost every country in the world. The company has nearly a century old association with India and has eight manufacturing facilities and four branch offices. Its manufacturing facilities are at Moga (Punjab), Choladi (Tamil Nadu), Nanjangud (Karnataka), Samalkha (Haryana), Ponda and Bicholim (Goa), Pantnagar (Uttarakhand), and Tahliwal (Himachal Pradesh).

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