THE KITKAT HEIST

CO GHEIST (ss... SHARE ( jf) SHARE OF VOICE ACROSS'93 MARKETS, WW source: emcyascy | ‘ WALL STREET JOURNAL. |") 1 if ie uy ‘wsigeraust ‘ We can confirm that 12T of KitKat “A PRIGELESS LEVEL pe ers en OF ATTENTION va altel OFFICIAL STATEMENT 44% ) = OF ALL VIEWS ACROSS METI TE tis: Some rest conmerogs tat Hie We are working closely with local sgh =, authorities and supply chain Ny i = Partners to investigate. JON. PATEMeT ms The good news: there are no | Concerns for consumer safety, ‘ a 1/ i a Z and supply is not affected. ., REACHED WITH a ARTICLES ! ‘A HUGE IN re Thank you 413,793 KITKATS HAVE : ASTOMPAN BEEN STOLEN. = IS YOURS ONE OF THEM? 70.5 BILLION SOCIAL REACH ‘SOURCE: TALAWALKER HARNESSING THE BIGGEST MEDIA CHANNEL TO HELP SOLVE A REAL-WORLD CRIME Idea: We turned all that attention into action. The Stolen KitKat Tracker empowered the online community to become detectives, checking batch codes to discover if their KitKat was stolen. A simple digital tool, deployed at scale, that not only encouraged purchase but revealed a verified lead for the police investigation Context: A week before Easter, a key sales moment for chocolate, KitKat faced a supply chain crisis: 12 tonnes were stolen in transit. Rather than hide it, we posted the story to capture the social world’s attention. HEENEWS ©CBS METRO CUONEWS. G@iindustanCimes ERA Los Angeles Times Mek 22min Mashable @USA TODAY commen. Biren WR NES Theiamierald Ea THEYINDEPENDENT @ailystail BuzzFeen CNN TIME Newsweek EXE THEWALLSTREETJOURNAL ditian Forbes s&%MSNBC fbheNewdork@imes FSTOMPANY Ubw The DaityTetegraph ENEWS THE TIMES OF INDIA Se Monde WE Mariam Grrevrers The Celeqraph Yrews ®tvglocbo Ine. []] AFP@