Time has come for Kit Kat to step into the virtual world of augmented reality. The Nestlé-owned brand and pop group Scouting For Girls are introducing a big marketing project, which uses new ways of engaging youth.  The Kit Kat’s new project dubbed «Kit Kat Brings Music To Life», which is the brand’s most massive spending on the cyber sphere to date, was devised by the Skive digital agency.

The AR code will be printed on all Kit Kat four-finger promotional packs, which will be available to purchase starting late August. Once this in the hands, the consumer are to go to the www.kitkat.co.uk, put the mark close to the webcamera and watch the boys band performing their latest “Silly Song.” The band will be playing their hit in different 3D ‘break’ environments, including a park, a train, a bedroom and the library.

«Our first ‘Music Break’ activity proved a great success for the brand in 2009, marking a major touchpoint in its association with music,» said Jemma Handley, brand manager at Kit Kat. «Through this current campaign, we are not only demonstrating our lead in the FMCG sector for digital execution but offering consumers an enhanced experience around breaktime and music.» The project also includes a collaboration with with Myspace to host four intimate gigs which Scouting For Girls will launch on Facebook with the gigs being streamed live.»

Customers will also get a chance to receive £100-worth vouchers to be spent on Ticketmaster. Watch the video featuring the interview with Scouting For Girls and demonstration of how the codes work.