THE KITKAT HEIST

CGSHEIST STOLEN ; J | 22 MILLION” i WwW rk TRACKER ENGAGEMENTS = ; TRACKER Je ya), « IMito shone: r Bets INDAILY VIEWS ‘source: 70.5 BILLION SOCIAL REACH ‘SOURCE: TALKWALKER “THE INTERNET:, OFFICIAL STATEMENT 0 im | 4 We can confirm that 12T of KitKat products were stolen while in transit between our factory in Central Italy and their destination in Poland. KitKat © KITKAT OWNED META PLATFORMS" LUCA ROMANELI, META 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 793 KITKATS HAVE | = 413, EEN STOLEN. INGENIOUS ONE OF THEM? Forbes IS YOURS 44% r CHECK NOW | GF-ALL VIEWS ACROSS META OVER EASTER (SNORE conecsron RECRUITING SOCIAL AUDIENCES TO HELP SOLVE A REAL-WORLD CRIME Context: A week before Easter, a key sales moment for chocolate, KitKat faced a supply chain Idea: We turned all that attention into action. The Stolen KitKat Tracker empowered social communities to become crisis: 12 tonnes were stolen in transit. Rather than hide it, we posted the story to capture the detectives, checking batch codes to discover if their KitKat was stolen. A digital tool, built at speed, that not only social world’s attention, encouraging sharing, commentary and UGC. gamified the heist, but encouraged purchase, and revealed a verified lead for the police investigation. | icParisien J TheMiamiHecald Gs THE¥INDEPENDENT Dailyss<®Mail BuzzFeeo CNN TIME Newsweek SNEWS ©CBS METRO CUfONEWS. @itinnustanTimes ERA fos Angeles Times Mtkauzalmicd Mashable @USA TODAY BS ti TREET JOURNAL. dlftian Forbes a&MSNBC TheNewdJork@imes FAST@MPANY Uw The Daily Telegraph ENEWS THE TIMES OF INDIA Se Monde KE MaaEKEY <rrevters The Telegraph Yrews ®tvglobo Ime. []] AFP@ iH, Biren