Kit Kat Win Gig Tickets From Ticketmaster

I liked the look of this promotion from Kit Kat when I saw it in Sainsburys. They seem to be targeting youths/students around festival season. Free gig tickets is an obvious but worthwhile prize for this market. Also, there’s an Augmented Reality mechanic. The instructions for this say “Visit our website, follow the simple instructions and by holding your KIT KAT up to your webcam you can activate an exclusive performance.” I hope that’s not all it is, but I’m looking forward to finding out.The instructions don’t mention a specific URL so I just Google “Kit Kat”. Kit Kat are buying PPC on that search term so off we go to kitkat.co.uk. This is a very slow experience on my net book. I have to abandon Chrome because the site doesn’t render properly and it’s impossible to navigate. I fire up FireFox and the whole experience is faster and better, but why make people jump hoops to get your content?

Unfortunately, the navigation renders the same in FireFox. I have to say – this is one of the most confusing promotions I’ve ever entered. The Augmented Reality content is really badly signposted. I end up at a page that loops around ‘Need a Break’, ‘Become a Facebook Fan’, ‘Love in a Lunchbox’ and ‘Music Break’. All  I want to do is find the AR content but it’s completely lost. Eventually I find a ‘VIP area’ with the Augmented Reality content but most people would have given up by now. Why not just give a URL on the pack? Eventually I get to kitkat.co.uk/Flash/music-break-ar/ but even after the hassle of finding it, it doesn’t work. I end up with a black space where the AR should be, and I give up.

Now all I want to do is enter the promotion. The instructions say: “For your chance to win a £100 Ticketmaster gift voucher, simply visit www.kitkat.co.uk/musicbreak to register your details and enter the code from inside this pack, or text the code to  07537401257.” No Short Code? The given URL doesn’t lead to an entry mechanic, which is crazy. So I try the mobile route: I rip open the pack, clean the chocolate off it and text my code. I immediately get back a message: “Sorry that’s an invalid code. Please check your code carefully and resend for a chance to win. Full T&C’s at www.kitkat.co.uk. Error code: CYF-OURA”. I triple check my code, but it’s correct!

So I go back online and find the entry mechanic after hunting carefully. You have to register and be logged in to enter the promotion. Eventually I enter my code (the same one that the SMS system rejected) and to my amazement I win a £100 Ticketmaster voucher! It’s worth noting that with the voucher you can buy anything off TicketMaster, including the theatre, so it’s not just restricted to gigs. I immediately book my ticket to see Roger Waters in May 2011. Thanks Kit Kat!