When we saw Felix Baumgartner was being delayed from his historic space jump we thought this was an ideal chance for KIT KAT to join the conversation. So we decided to send him a break by sending him a KIT KAT into the stratosphere.

Within 24 hours we were at our launch site with a Go-Pro camera, a GPS tracker, some balsa wood, a weather balloon and of course a KIT KAT.

2 hours later the tracker started its signal, the camera had returned only 60 miles from its launch. We retrieved the footage, put it on a bike to our edit suite.

Hours later and the footage was back in space beaming round the world on satellites being pushed out across Facebook, YouTube and Twitter.

Throughout the bar’s flight our online fans followed the countdown, launch and news, managed by our community teams across local markets. Then just a few hours later we all congratulated Felix when he landed himself in the history books.

By creating a story to give the media something else to say on the Felix news our reach grew well beyond the millions of social media impressions with TV exposure and countless blog entries.

So our little break moment was only beaten in exposure by Felix himself, not bad when our budget was just a few thousand, not millions.

Our strategy was to use our 13.5 million strong global Facebook following to get organic and viral reach. But by pushing on Twitter we targeted key opinion formers and media, who quickly latched onto the story. We also reached out to the Red Bull team who thanked us for our activity.

Co-ordinated by our global team we pushed out to local markets, remarkable given only 24hours to jump on the idea.

Beyond our social tools and conventional PR push our only other tools were a Go-pro camera, a GPS tracker and a weather balloon.

As our plan was simple and quick everything went straight to plan.

Over 600,000 people engaged with the promotion online, and helped the brand to be seen as innovative and rewarding in a saturated market. Sales increased to over £10million.