Kit Kat: The crunchy, chocolate candy bar, who does not know it? Android: The operating system for mobile devices with the cute green robot as a trade mark. You think there is no connection between both? Yes, there is! Kit Kat will be the next iteration of the Android mobile operating system 4.4. In the past, Android always named its versions after desserts like Cupcake and Jelly Bean, but it has never chosen a brand name before. So Kit Kat has made THE big deal to promote its candy bar. Could there be any better kind of product placement? People have reacted differently, but Kit Kat does not have to care about bad mentions because it has already reached important social media effects: get people talking about the brand. The following chart shows the rise of the average number of people who have talked about Kit Kat on Facebook during the last week. At the weekend Kit Kat reached the maximum number of more than 220,000 people.
Social Media Effects: Skyrocketing Growth Of People Talking
Obviously, the number has risen immensely because since Tuesday the marriage of Android and Kit Kat has generated a lot of rumors worldwide. On the one hand, people are talking about Kit Kat on Facebook, but on the other hand, the number of fans didn’t grow a lot in the last days. The impact on Twitter is a lot more impressive: The number of followers has gone up to more than 26,000 during a few days, parallelly to the interactions on Facebook. Another diagram shall illustrate the dimension of the booming rumors, Kit Kat has activated with its announcement.
At that point, the social medial effects of Kit Kat’s great deal are not to be dismissed. And those brands, which have smiled at the funny Kit Kat-bot, now have indicators for the success of Kit Kat’s Social Media Marketing. Unfortunately the chart also illustrates that the hype evaporated as quick as it arrived, so the question which stays is: Can we really talk about a success?
Anyway, Kit Kat is still a popular candy, but since tuesday the name Kit Kat has been recalled for everyone, who hasn’t been thinking about Kit Kat for a longer time. And now the whole world shares the Android robot’s transformation into a candy bar consisting Kit Kat-bot in front of the typical red background which also represents Kit Kat. Nestlé has directly changed the design of the social media presences, so that the new Kit Kat-bot stares at us everywhere. So that campaign could have a sustainable effect in the nearer future when people will often be confronted with Kit Kat’s and Android´s new corporate design.
In addition to that, the Radar below shows Kit Kat’s position on Facebook in comparison to its competitors and indeed Kit Kat’s need for action in social media. Thus the crunchy bar positions the midfield whereas M&M’s for example registers an enormous growth of fans and interactions this year.
Kit Kat still has to develop its position between its competitors, so the new deal is a big step to more social influence. After Kit Kat has failed its last social media campaign in 2012, the green Android robot as the new mascot is promising more sustainable success than the spooky guy in the bear suit which has negatively influenced Kit Kat’s image. Many people may think negatively about the new campaign too. But Kit Kat now has an influential marketing campaign which makes people laughing and talking about. The candy bar as well as the people’s meaning are split, but the positive consequences for Kit Kat and its mother Nestlé have begun yet. At least these consequences will be measurable with social media analytics going forward.
The social media effects on Kit Kat’s performances on Twitter and Facebook are obvious, but will those effects also influence people’s spending capacity? To analyze long-term impacts of Kit Kat’s product placement, we have to monitor the prospective effects. So what do you think about Kit Kat’s impact in the nearer future? Are we all having a break with the crunchy bar, or is rather Kit Kat going to have a break in its demand?