KitKat says it is time to have a break, and it is going to be fun as you will be competing in a staring contest with cats, owls, and even goats.
KitKat celebrates the return of its “Have a break, have a KitKat” brand positioning with an AI-powered staring contest. The “Blink Break” contest aims to provide fans with “a fun distraction” while they enjoy a well-deserved break. “Blink Break” was created by Wunderman Thompson’s Seattle and U.K. offices with the goal of engaging with a Gen Z audience and encouraging consumers to focus.
The KitKat staring contest was built using Face Mesh technology provided by MediaPipe, which allows a single camera using machine learning to recognize and detect when a person blinks. When you first start the challenge, you will be asked to allow the website to access your camera and then to blink once, so the AI can learn what blinking looks like on you.
You will then compete with various animals in each contest as they progress through the challenges. And of course, each level will bring you closer to beating your own friends as you share your results. Your first challenge will be to beat me and my score of 137,973. FYI, you get 1,000 points for each 10 seconds.
Since May 30, the challenge has been promoted using organic social media across KitKat’s Instagram, Facebook, and Twitter channels using #blinkchallenge.
“KitKat has famously encouraged people to have a break since 1957, and this campaign shows a whole generation of digital natives the benefits of taking a break in one of the most relevant contexts for them,” said Wael Jabi, global strategic marketing and communications lead at KitKat, in a statement.
Paul Shearer, global chief creative officer at Wunderman Thompson, added, “Developing cutting-edge AI technology that responds within the blink of an eye is an unexpected move for KitKat, but gives the brand a chance to show up and show off their legendary positioning in a fresh and relevant way to a new audience.”
Ready for the challenge? It starts HERE.
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