Funny Garbage: 10 Years of Making the Web Worth Watching

Funny Garbage worked with the J. Walter Thompson agency in Tokyo, Japan, to create an online marketing campaign for Kit Kat that would generate buzz and excitement among the core demographic of Kit Kat’s community of consumers — the Japanese youth market.

To achieve Nestlé’s marketing goals, FG created a cool, original animated world for Nestlé’s Kit Kat web site, offering a unique and fresh presentation of the Kit Kat brand while simultaneously integrating interactive quizzes and marketing surveys into the narrative of the site to seamlessly collect customer data, including demographic information, product preferences, and other information from consumers.

FG The Kit Kat website showcased four trendy young Japanese characters and their adventures in an imaginary world called “Breaktown.” The Breaktown campaign includeded an online contest to cast real world participants, called “Breakers”, to go on product related “missions.” After each mission, the participants report back through the site using journal logs, photos, sound and video. Registered site visitors were invited to vote on their favorite Breaker. The missions culminated in an overall winner who receives prizes and notoriety as the most fun and creative Breaker.