Have a break from Captcha, play the KitKat game

KitKat has created an online interactive ad format that gives users a break from irritating Captcha security forms – the feature which requires users on the likes of Ticketmaster, for example, to rewrite distorted word to prove they are human.

Renowned for being one of the more frustrating online security measures, the Nestle-owned brand worked with PlayCaptcha advertising firm Future Ad Labs and its agency partner, JWT London, to launch a more engaging and fun alternative to Captchas for KitKat fans.

Now, instead of guessing the skewed words and numbers on a Catptcha form, users can simply swipe along KitKat foil by using either their finger on a touch screen or a mouse on a PC.

"At KitKat we always try to find new and interesting ways for consumers to enjoy our product, so PlayCaptcha is an exciting way to extend our ‘Have a Break’ brand equity," explained Gill Watson, KitKat business unit head at Nestlé UK and Ireland Confectionery.

Future Ad Labs launched earlier this year with Captcha games for Heinz and Reckitt Benckiser.

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