Confectionary company Nestlé Rowntree is launching a national ATM advertising campaign for its KitKash promotion - which allows customers purchasing KitKat packs to collect loyalty points that can be redeemed on a sale and auction Web site.
The KitKash scheme works by providing consumers with unique codes inside promotional KitKat packs, which they enter on the KitKash Web site in return for loyalty points which can be deposited into a personal online account. The points can then be used to bid or buy items on offer, which include holidays, cars, tickets to film premieres and electronic goods.
The scheme will be promoted on cash machines around the country and will feature integrated content developed from a series of TV ads. The campaign was organised directly for Nestlé Rowntree by ATM:ad, which provides software and consultancy services for firms wishing to use the ATM channel for advertising, while creative services were provided by ad agency J Walter Thompson.
ATM:ad says the campaign will deliver over half a million advertising 'one-to-ones' in a two week period.
Kathryn Slater, media controller for Nestle Rowntree, says the campaign is a great opportunity to explore ATM advertising as part of the media mix: "Talking to a highly captive audience with both brand and call-to-action messaging, directly at point-of-purchase is a very exciting proposition."