Ananova announces that Kelvin Bygrave, a 43 year old Essex businessman, has spent £3,000 on 27,000 KitKat bars to try to win a car. He bought the chocolate in a bid to win a £12,000 Peugeot 206 car in an internet contest. Each wrapper has a different value. They are added together and used to bid for the car. Kelvin, of Frinton, Essex, says he can now bid highest. He added: "I'll give the chocolate to schools".
The IPKat remarks that Nestle have won a double victory: first they succeed in getting an apparently sane businessman to purchase 27,000 bars of KitKat. Then, at no cost to themselves, they get a massive dollop of publicity for their product. That's marketing for you.
Belgian chocolate car here
How to make your own chocolate car here and here