Nestlé

Kit Kat Nontest

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Nestlé

Kit Kat Nontest

Challenge

There are endless contests out there. Last year alone Kit Kat held 3. This year we wanted something different.

Idea

We simply asked people to have a break from contests. To do that, we found and rewarded those not entering online...aka anyone: Randoms, celebrities, and even haters unknowingly became winners.

Impact

35,160,000 Canadians have currently entered the Nontest (by not entering). Even by reading this, you're entering-by-not-entering and might win. And beyond entries, engagement increased 995% vs. last year (when we actually asked people to do stuff).