It is useful for companies to look at AI through the lens of emerging technologies. Broadly speaking, AI can support important business needs such as: automating business processes, gaining insight through data analysis, and engaging with their audiences.

But AI is also fun! Such is the case of the “Have a break, have a KitKat” brand positioning, the “Blink Break” contest that aims to provide “a fun distraction” to players, according to the brand. 

“Blink Break” was devised by Wunderman Thompson’s Seattle and U.K. offices with the goal of engaging with a Gen Z audience and encouraging consumers to focus.

The game was built using Face Mesh technology provided by MediaPipe, which allows a single camera using machine learning to recognize and detect when a person blinks. Players will compete with various animals in each contest as they progress through the challenges.

Between each level, players will also be able to compete against one another and share their results.  This allows the brand to connect with its audience via a different and modern perspective: AI.

“KitKat has famously encouraged people to have a break since 1957, and this campaign shows a whole generation of digital natives the benefits of taking a break in one of the most relevant contexts for them,” said Wael Jabi, global strategic marketing and communications lead at KitKat, in a statement.

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