Emily Tan
May 10, 2012

Kit Kat and JWT Singapore launch widget to help cope with social media stress

SINGAPORE - After a survey by JWT Singapore showed that youths in Singapore, China and the US find keeping up with social-media accounts stressful, JWT created a Kit Kat 'auto-like' widget to give them a break.

Kit Kat social widget and game
Kit Kat social widget and game

In Singapore, the study found that young adults are more inclined to visit social-networking sites while out and about, compared to their peers in the US and China. Singaporeans also receive the most notifications, with more than half receiving them every couple of hours or so. The response speed to Twitter and Facebook is also highest in Singapore.

The result is that young people in Singapore are starting to feel that managing these social commitments has become a chore. Nearly six in 10  young adults in all three markets said they wished there was a service available to help them manage their social media commitments.

Based on these consumer insights, the Kit Kat Social Break Widget is designed to give young people a break by automatically ‘liking’ photos their friends have tagged them in on Facebook and auto-sharing articles that friends have posted on LinkedIn. The widget even tweets back short, non-specific responses, like ‘Tell me more’ and ‘Let’s meet up and chat’. to messages they’ve been tagged in on Twitter.

“Kit Kat is constantly on the lookout for new ways to take a break," said Magdalene Tan, group brand manager (confectionery) for Nestle Singapore. "The widget is a fun, irreverent pioneering tool that lets young people take a much-deserved social-media break."

Source:
Campaign Asia

Related Articles

Just Published

1 day ago

Women to Watch 2024: Margaret Key, MSL

As a regional leader, Key has been a driving force behind transforming Publicis Groupe's comms offerings by influencing talent, services, and business growth in APAC.

1 day ago

Bonds taps Robert Irwin to show how wild comfort ...

Australia’s most beloved animal-lover trades khakis for cotton to front the new campaign, introducing American audiences to undies that hold up under pressure—snakes, crocs and all.

2 days ago

Common Interest acquires Amplify to 'empower ...

The previously independent brand experience agency has offices in London, LA, Paris, New York and Sydney.