Food giant Nestle's chocolate brand Kit Kat is cheering on Japanese students with mobile holograms of Japanese boyband Dish//.

The chocolate-covered wafers have become good-luck treats in Japan because Kit Kat sounds similar to kitto-katsu, Japanese for '[You are] sure to succeed'. Nestle has leveraged that fortunate coincidence with its Kit Mail campaign – small packages of Kit Kat sold at Japanese post offices that can be sent straight to students sitting their exams alongside a personal note.

Advertising agency J Walter Thompson APAC has now updated Kit Mail with a hologram kit. A small sheet of clear plastic included in the package can be assembled into a flat-bottomed pyramid and placed atop the screen of a smartphone playing a specially formatted Dish// YouTube video. In a darkened room, the cheerful boys are then reflected off the plastic walls, resembling a hologram that dances and sings: "Believe in yourself! I know you can do this."

Consumer demand for personalised product experiences enabled by their mobile devices is growing, as is a wish to be connected with valuable content through physical purchases. In the US, 31% of millennials are more likely to buy if the brand delivers interesting content that teaches them something (NewsCred, October 2014).

For the latest developments in that field, see the Digital report from our Packaging Futures 2016-17 Industry Trend. For more on the current state of mobile marketing, see State of Mobile: Winter 2016 and Location-Based Mobile Marketing.