The campaign, which was created by mobile marketing agency Aerodeon, aimed to create a buzz among 'opinion leaders' prior to the launch of Kit Kat Kubes last month.
The campaign will target consumers from Aerodeon’s media partner-owned SMS databases with brand messages, giving them the opportunity to request free samples of the product direct from their phone.
"SMS is a fantastic vehicle for brand communication ahead of a launch," said Nigel Glendinning, project manager at Nestle Rowntree. "It only takes 50 people to make a craze."
Kit Kat Kubes will also feature in Nestle Rowntree's Pop Idol sponsorship and on its related web site (www.votenestlechocidols.co.uk), which was created by M&C Saatchi's digital agency, LIDA.
The web site presents various Nestle brands as contestants in a talent contest. Visitors to the site are invited to vote for their favourite entrants and they can also become campaign managers by forwarding postcards to their friends.
"Kit Kat Kubes will not be one of the original contestants, but will be seen trying all sorts of things to get into the contest," explained Glendinning.
Viewers of Pop Idol can also access ChocIdol via interactive TV.
Other launch activity includes TV ads created by J Walter Thompson, which push the idea that lots of little breaks are the secret to long life.
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