One day a Kansas State university freshman noticed that someone had stolen his Kit Kat® bar from his car and left a hand-scribbled note: “Saw Kit Kat in your cup holder. I love Kit Kats so I checked your door and it was unlocked. Did not take anything other than the Kit Kat bar. I am sorry and hungry.” Following just one tweet from the victim about the unusual theft, Ketchum and Kit Kat snatched up the story and helped it go viral, cleverly creating the sugar-coated social and mainstream media “break” of a lifetime for the Kit Kat® brand.
Within 48 hours, we packed Hunter Jobbins’ five-seater with 6,500+ candy bars to give everyone on campus a Kit Kat break. Covered by virtually every major news outlet, the stunt earned 1,250 stories and generated 642.7 million media impressions in just one week – all for a modest $12,000 budget. The Kit Kat brand credits the nimble campaign with helping Hershey achieve a $37.6M sales growth.