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Top 6: May 18th 2022
Interactive
KitKat: Giving Gamers A BreakTop 6: May 18th 2022
Drawing on the history of KITKAT's 'Have a Break. Have a KITKAT.' tagline, KITKAT has given gamers a break in one of the most competitive game modes of the most popular football game on the planet: FIFA Ultimate Team (FUT) Champions Weekend League. During the Weekend League, players have three days to win up to 20 online games against randomly matched opponents, in exchange for big virtual rewards. KITKAT wanted to give gamers in Malaysia (where FIFA is the leading gaming title among 25–35-year-olds, and second to PUBG for 18-24-year-olds) a break from the pressure that comes with the weekend and help them win as many games as possible. In activation by Wunderman Thompson Amsterdam, KITKAT infiltrated the popular game with 100-specially created KITKAT accounts and created The Kitto Kath Squad, a unique team made up of silver and bronze-level players who are easy to beat. The Squad includes footballers named Kit and Kat, including Australian Ryan Kitto, Germany’s Florian Kath, Norwegian John Kitolano, and Japanese footballer Chihiro Kato, who helped players take a much-needed break from the intensity of the games during Malaysia’s Weekend League on 22-24 April. Unsuspecting FIFA gamers in Malaysia were surprised by KITKAT, when their opponent – The Kitto Kath Squad – scored an own goal and quit the game, essentially giving them a quick and easy win. After the win, players received a personal message from KITKAT, to ‘Have a break. Have an easy win’. Every defeat for The Kitto Kath Squad, meant a triumph and easy in-game reward for players who can take a break from playing FUT Champions.
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