Nestl Find A Way To Give Us A Break From Repetitive Captcha Authentication Boxes Finally
I don’t know about you but here at apt we get so bored of having to copy numbers and characters at the end of an order or filling out a form to prove we are ‘human’. It is a security feature that proves that users are not a computer bot and is known as a Captcha authentication box. They can be frustrating and very repetitive.
Brands are recognising people’s frustration and creating an interactive version for users to enjoy. PlayCaptcha are responsible for creating interactive Captcha security features and has recently worked with Nestlé to create one for Kit Kat, giving users a break from standard Captcha forms. Users can open a virtual KitKat by swiping along the foil using either the mouse, or their finger if using a touch screen device.
Gill Watson, KitKat business unit head at Nestlé UK & Ireland Confectionery, said: "At KitKat we always try to find new and interesting ways for consumers to enjoy our product, so PlayCaptcha is an exciting way to extend our ‘Have a Break’ brand equity."
Other Playcaptcha’s have been used by Heinz and Reckitt Bencklser. Heinz offer users the chance to pour a virtual bottle of salad cream onto a sandwich, while Reckitt Bencklser persuade users to clean a virtual dirty penny by dragging it into a bowl of Cillit Bang.
MasterCard however has taken a slightly different approach; instead of a game or traditional Captcha authentication box, users are asked to retype a brand message. This is a unique idea that reinforces brand messages.
Other alternatives to the traditional Captcha include answering questions and doing basic maths.