In the article, “Kit Kat garners positive PR for campus theft response” by Kevin Allen, discusses how Kit Kat took advantage of a viral story on social media that involved their brand. The whole story started when a college student had posted a picture on Twitter about how someone had left a note in their car because they had broken into the car and stolen the person’s Kit Kat. The photo of the note quickly went viral all across social media with shares, likes and comments. Kit Kat then tweeted the user that they would replace his Kit Kat that was stolen. Not only did Kit Kat replace the stolen Kit Kat, but sent the student 6,500 Kit Kats. Kit Kat’s response garnered the story and the brand even more attention because the story even got covered by the Today Show. This helped paint Kit Kat in an even better life because they helped the student give away some of the thousands of candy bars on his college campus.
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The PR department knew that social media users love a good, funny story and they found the perfect way to capitalize on this. Instead of just replacing the student’s Kit Kat which would have been the easiest thing to do, they chose to send the student 6,500 candy bars and then had a representative for the company help him hand them out. While just giving them to the student could’ve cost the company, by giving them away to the other students it allows the company to use this as tax write off and makes the event relatively
The PR department knew that social media users love a good, funny story and they found the perfect way to capitalize on this. Instead of just replacing the student’s Kit Kat which would have been the easiest thing to do, they chose to send the student 6,500 candy bars and then had a representative for the company help him hand them out. While just giving them to the student could’ve cost the company, by giving them away to the other students it allows the company to use this as tax write off and makes the event relatively