THE KITKAT HEIST

"A COLLECTIVE } P DETECTIVEST th Gil cenrive pion “THE INTERNET'S NEWEST OBSESSION. Kicket "ASEHOAS Forbes “A HUGE WIN” FAST@MPANY OFFICIAL STATEMENT We can confirm that 12T of KitKat products were stolen while in transit between our factory in Central Italy and their destination in Poland. We are working closely with local authorities and supply chain partners to investigate. The good news: there are no Concems for consumer safety, and supply is not affected, Thank you ja 413,793 KITKATS HAVE BEEN STOLEN. IS YOURS ONE OF THEM? uy 2.2 MILLION (A TRACKER ENGAGEMENTS... SK * t $224" ILLION EARNED MEDIAINODAYS 9S" > SOURCE: MELTWATER i 70.5 BILLION SOCIAL ae ‘SOURCE: TALKWALK TURNING CONSUMERS INTO DETECTIVES TO CRACK OPEN AN 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 released the story to capture the world’s attention. [ieParsen J BES TH TheMiamiHerald pas THEINDEPENDENT Bailyscafail BuzzFeeo CNN TIME Newsweek TREET JOURNAL. dlftian Forbes a&MSNBC TheNew dork @imes FAST@MPANY Uw The Daily Telegraph ENEWS THE TIMES OF INDIA Se Monde WA caviamnny Idea: We targeted those interested in the story with the ultimate call to action: help us solve the crime, The Stolen KitKat Tracker let them check batch codes to discover if theirs was stolen, encouraged purchase and even revealed a verified lead for the police investigation. HEENEWS ©CBS METRO CUONEWS. G@iindustanCimes ERA Los Angeles Times Mek 22min Mashable @USA TODAY (@prevrers The Telegraph Yrews ®tvalobo Enc. []] AFP@ LW,