To promote KitKat’s launch in Colombia, J. Walter Thompson and Mindshare installed 20 billboards in the capital city of Bogota. That may sound like a typical move, but these were no ordinary out-of-home ads. According to JWT, tiny motors in the signs “activated a system that transferred pleasant vibrations to the lower and upper back of the user. All you had to do was lean against the billboard, and it would give you a quick and comforting massage.”
