KitKat Crossy Road

KitKat was looking for ways to engage the gaming community and encourage them to turn to the brand for snacking during breaks. Working with JWT London and Google, KitKat developed a concept that gave them a way to talk to gamers directly in gamer language. The idea was to turn the traffic-dodging mobile game Crossy Road into a lifesized challenge featuring top YouTubers Miniminter and TBJZL.

The video was hosted on Miniminter’s YouTube channel, with edits running as TrueView ads. The campaign resulted in just under 10 million views. YouTube comments revealed great audience engagement, while the activity produced a 44% lift in ad recall and 9% lift in brand consideration.

3rd place on the YouTube Ads leaderboard for 2016.