Global Marketing Case Picks: KitKat, Coca-Cola, Forever 21

The marketing activities of the brands are still active since the summer. We have selected 3 marketing cases from different brands around the world, hoping to help practitioners gather overseas creative inspiration and provide different brand marketing perspectives.

Kit Kat:

AI+AR customized mini-games, multi-media platform linkage to cover Generation Z

Nestle Xixia's chocolate wafer brand KitKat is a "national-level" chocolate snack, which has always taken "have a break" as the core of brand marketing. This brand concept has penetrated into the hearts of traditional consumers, but in order to reach more Gen Z consumers, KitKat recently launched a marketing campaign entitled "Blink Break".

This marketing campaign uses an AI+AR approach to capture participants' blinking movements through cameras, so that participants can challenge AI-generated small animals (cats, owls, tortoises, etc.) without blinking. At the same time, as the level progresses, KitKat will also ask challengers to distribute the #Blink Break challenge video of the same name on social media to complete the next challenge.

Wael Jabi, KitKat's global head of strategic marketing and communications, said in a statement: "Since 1957, KitKat has been known for encouraging people to take a break, and the campaign showcases a whole generation of digital natives how to live in the environment that matters most to them. The benefits of a break."

Traditional brand inspiration: games are the best weapon to reach Generation Z——

KitKat has many valued consumers around the world, and also left many classic marketing cases. The mini-game launched by the combination of AI+AR technology is a marketing campaign directly targeting Gen Z consumers.

Starting from its own big marketing theme, combined with the target user's favorite interaction method, with the "small animal" theme that can break the crowd circle in the marketing center, the KitKat case can be used for reference.

On the one hand, the form of games is the best way to reach the Gen Z crowd. On the other hand, whether Facebook, Instagram, Snapchat or TikTok can easily embed online mini-games in them, traditional brands can refer to this form for reference. Reach more young consumers.

Coca Cola:

AR+Z generation traffic stars, creating a unique online "concert" experience

Consumer goods brands have always been keen on trendy and highly interactive marketing methods, and Coca-Cola, as the most popular cola brand in the world, will not be left behind.

Recently, Coca-Cola teamed up with Snapchat and The Kid Laroi, a generation Z trend musician, to jointly create an AR version of the "online concert" - users only need to scan the QR code with Snapchat to see the singing and dancing generation Z idols Sing your own new single.

In this marketing case, Snapchat provided AR technology, and Coca-Cola Hai found a company that specializes in providing motion capture technology to participate, so that The Kid Laroi's songs, dances and movements can be vividly and intuitively displayed in the AR effect.

Consumer goods brand inspiration: overseas marketing environment is also inseparable from the promotion of "traffic"——

For consumer brands, cooperating with "traffic stars" has always been a very effective choice. The collaboration between Coca-Cola and The Kid Laroi offers a new, immersive way to help brands further engage with Gen Z consumers.

Therefore, consumer goods brands should adopt more advanced and technology-emphasized means in the traditional process of cooperating with traffic stars, so as to stimulate more experiences and effects that traditional marketing methods cannot achieve.

Forever 21：

Wear new products in the Metaverse and gather traffic on social media

The last case is from the fast fashion brand Forever 21.

Recently, it launched a limited-edition Barbie Summer 2022 collection in collaboration with Mattel’s Barbie, including clothing, swimwear, pajamas, accessories, cosmetics and Barbie Dreamhouse-inspired home decor. The collection is available online on Roblox, in stores and at Forever 21 Shop City.

The launch of this series enables Forever 21 not only to attract offline users, but also to attract young online users who are immersed in the metaverse world built by Roblox. By using Roblox's layered clothing technology, Forever 21 creates "hyper-realistic 3D clothing" that fits any avatar in the metaverse just as well as the real thing.

Creative inspiration: actively embrace the metaverse and reflect the forward-looking brand——

The concept of the Metaverse has lived from last year to this year, and for many consumers today, it has gradually transitioned from the popularization of the concept to the in-depth experience on platforms such as Roblox.

This is a great opportunity for brands to experience and "wear".

The price of virtual clothing in the Metaverse is cheaper than in reality, and it can also satisfy the curiosity and interest of current consumers. By providing consumers with clothing, accessories or personalized expressions of the virtual avatar of the Metaverse, brands can also directly enter their Metaverse usage scenarios, become a Metaverse native brand one step ahead of others, and seize the future traffic pool.

Epilogue

The above are 3 classic marketing cases related to AI, AR and Metaverse marketing selected for you on a global scale. In the following content, we will continue to pay attention to cutting-edge marketing trends and topics and share them with you. Welcome to continue to pay attention to us.