案例库 · 广告与公关 · 市场决策 · 2024–2025
这条还没译成中文，下面是英文原文。
KitKat's Break Chair made streamers stop playing so gamers get rewarded.
KitKat stopped sponsoring gaming and started sponsoring breaking, putting a QR code on streamers' chairs that rewards viewers for a break.
Nestlé Australia
那一手
A majority of Australian gamers play for many hours without stopping, and KitKat's iconic 'Have a break' idea was not landing with a younger generation that distrusts big-brand logos in gaming culture.
VML built the message into the culture instead of inserting an ad. A bold red gaming chair had a huge QR code printed on its back, so it was only revealed when the streamer stood up and walked away.
Partnering with major streamers, they simply walked off mid-stream. As confused viewers stared at the empty chair, they scanned the QR code, got a countdown to a proper break, and were rewarded with limited-edition KitKats and a chance to win the chair.
It turned the brand's purpose into a real in-world mechanic, and the chairs became collectibles. The result was 24.3% higher engagement among Gen Z and an 8.76% boost in sales, with KitKat the only top-five chocolate brand to gain Gen Z penetration.
为什么管用
- It uses the empty-chair moment that already exists in streaming
- It rewards a healthy behaviour rather than interrupting a fun one
- Authenticity with influencer partners avoids looking like a brand stunt
- The mechanic is the brand: taking a break, rewarded by KitKat
可以搬走什么
When your message is an interruption, build it into the audience's ritual instead. Find their existing pause — the empty-chair moment — and make the brand what fills it; helping beats hijacking.
后来呢
The campaign won a Gold Effie in the Innovative Media or Channel Solutions category, drove a 16% rise in website visitors and saw all 400 limited-edition KitKats claimed, with brand association with 'inspires me to take a break' rising according to Kantar.
资料来源
- Marketing Gold: KitKat cracked Gen Z's marathon gamers with 'Have a Break'
- KitKat Pays Gamers to Stop Playing with 'The Break Chair'
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