KitKat: have a break from social media

Wed 9 May 2012 12:00, Tamara Yadvichuk

KitKat: have a break from social media

KitKat, Nestle’s well-known candy bar, found a way to incorporate their age-old “Have a break” slogan into the social media world: they created an app called Social Break which offers users to take a break from their online routine and let the app do the liking, sharing and tweeting for them.

Reuters reports that the app will be launched later this week in Singapore and will be available for free on KitKat’s website. What Social Break does is, in fact, quite simple: it randomly responds to updates. Users can link it to their profiles on Twitter, Facebook and LinkedIn – and the app will react to updates with one of eight random messages, occasionally share links and respond to tweets, allowing the happy user to take a break and enjoy real life for a change.

JWT, the agency which developed Social Break for KitKat, had surveyed young people in Singapore, China and US and found that more than half of them admitted that maintaining their presence on social media was way too time-consuming and it had negative effect on their work or studies. 


To me, the idea that social networking has become such an obligation that people need an app to take a break from it is just crazy. Even more so, because I’m sure that such apps will find their users – that is, if Facebook and others don’t ban these attempts to pull their most valuable asset away from the screens.

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