We had a team of KITKAT models who offered to take people’s places in the iPAD 2 queue, giving them the chance to take a break – whether it’s was a walk, a chat or a toilet break. Of course, many KITKATS were handed out too.

To add engagement and memorability, we had a team that took people’s photos, printed them out and turned them into masks. The KITKAT ibreak team members then wore the masks of the person they replaced in the queue.

The aim of the exercise was to engage people with the brand in a surprising way. By hijacking the iPad launch we re-focussed the event towards KITKAT and put smiles on many faces, creating a positive brand experience.

Literally thousands of KITKAT’s were given out. Thousands of breaks. One refreshed queue. This ambient media idea attracted press coverage as well.