The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

May 3, 2010 | 1 min read

Nestlé’s £10 million football-themed cash giveaway for Kit Kat begins today, aiming to encouraging fans to cross their fingers for the England team during this year's World Cup.

The ‘Cross Your Fingers’ campaign, which offers consumers the chance to win £1,000 every day from 3 May until 11 June, is the company’s largest investment in promotion, with TV ads being supported by in-store PoS and digital – with unique codes being found on packs, which can be entered on the brand’s website.

Nestle Kitkat Fifa World Cup

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