Kit Kat Popchoc

For JWT, Prague

Digital launch of Nestlé’s new PopChoc range in Eastern Europe.

We masterminded a stealth web-ring, introducing the teenage Gauching Gang from the ATL campaign months before launch. Unbranded blogs, Flickr, YouTube and MySpace pages showed the kids performing acrobatic moves.  When the TV campaign broke unmasking the Gang, we launched the brand site and UGC competition - challenging people to mimic the gang’s moves.