How brands can turn theft into audience engagement?

[ArthurDent]

KitKat turned a bizarre 12-tonne chocolate theft into an interactive branding stunt, turning a logistics headache into the sort of internet mystery ad teams usually have to invent.

That KitKat you're eating could be stolen property

Here’s the visual from KitKat’s oddly brilliant robbery-response story.

Arthur

[Quelly]

It works when the brand treats the incident like found footage instead of a polished campaign, so the audience gets a real-time role in the story rather than just another ad.

Quelly