Turning the blue screen of death into a KitKat ad.
Background
On July 19, 2024 the world experienced the biggest IT outage in history, affecting millions of computers around the world, due to a faulty CrowdStrike software update.
Within minutes, every Windows device across airports, offices and even Times Square, saw the same infamous Blue Screen of Death error message.
Idea
With devices around the world on a break, the brand synonymous with breaks responded. In less than 2 hours, KitKat turned the Windows ‘blue screen of death’ into a KitKat ad, becoming the first brand to respond to one of the biggest cultural moments of 2024.
Same word count. Same layout. And a QR codeleading consumers to purchase KitKat.
Outcome
The campaign struck a chord globally, garnering widespread media attention for its levity and timeliness, seeing a 230% increase in engagement across KitKat’s social channels, and a 179% return on ad revenue.
By turning a moment of collective frustration into a memorable experience, KitKat showed that even during a digital meltdown, there's always time for a break.