The promotion, in which a member of the public will get the chance to enter the 'Big Brother' house, will run under stringent security from 10.30pm tonight, as the bars are distributed to retailers accompanied by a blanket media plan to push the product including television, press, radio activity and point-of-sale.
TV trails created for Nestle in house by Channel 4 commercial services will run on Channel 4 and E4. Two different creative executions will run, one featuring an old man who unwraps his Kit Kat to reveal a golden ticket on Channel 4 and an E4 trail starring former 'Big Brother' housemates, who are seen rummaging in rubbish bins for Kit Kat wrappers. Both trails start after the second 'Big Brother' launch show tonight at 9pm.
Double-page spreads promoting the new series made their debut this morning in The Sun, The Mirror, The Star, The Times, The Guardian, The Independent and Metro. The promotion will continue tomorrow with radio backing this up starting on the May 23 and finishing on June 2.
The winners, who will be able to compete for their tickets from tonight, will have to phone a 24-hour hotline for a chance to win a place in the house. One of the golden ticket holders will then be chosen by Channel 4 to join the other 11 housemates.
Carphone Warehouse has chosen to switch from its Talk Talk landline service to the main brand for this series and will be promoting its services through 40 new idents, which will be aired over the 13 weeks of the new 'Big Brother' series. This year, the Carphone Warehouse will also be using an on-screen text mechanic for the first time allowing viewers to text in to receive special offers and prizes. The idents have been created by Clemmow Hornby Inge.
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