KIT KAT
KIT KAT and the NHL: Combining an immediate chance to win with a bigger prize
A recurring promotion needs to give customers a reason to notice it again. Nestlé’s KIT KAT and NHL programme combined receipt-based participation with two kinds of reward opportunity.
Customers purchased qualifying KIT KAT products and uploaded their receipts through English- or French-language campaign websites.
Each qualifying submission offered a chance to win one of more than 200 NHL-related instant prizes, together with entry into a draw for a trip for two to the 2024 Stanley Cup Finals.
Snipp ran the programme in its fifth year, covering receipt processing, contest delivery and sweepstakes management. Snipp’s campaign case study sets out the work.
The two prize opportunities served different purposes. An instant-win element gave customers a possible outcome soon after participation. The trip provided a larger prize to look forward to.
For a sports partnership, the connection between the audience and the reward is important. NHL-related prizes and a trip to the Stanley Cup Finals belonged naturally within the interest the campaign was addressing.
The receipt process linked those opportunities to qualifying product purchases. English and French entry routes also recognised the intended audience rather than expecting every customer to use the same language experience.
This example is useful for brands considering a repeat promotion. The main question is how to keep participation relevant while maintaining a process customers can understand.
KIT KAT’s programme used a familiar purchase action, a receipt upload and rewards connected to hockey. Snipp delivered the receipt processing and the prize draws.