Google and KitKat developed the Android KitKat 4.4 brand strategy together, which included more than 50 million KitKat bars being specially branded. The bars were available in 19 countries, including Australia, and gave consumers the chance to win 1.000 Nexus 7 tablets, 155.000 $5 Google Play credits and 200.000 coupons for bags of KitKat minis. Nestlé also made a limited edition of 500 Android robot shaped KitKat bars to be offered as prizes in selected markets. No money was involved in the exchange as both brands had benefits from the relationship.
KitKat also revamped and introduced a new website along with the announcement, with a sleek mobile themed version that borrowed elements from smartphone and tech campaigns.