Personally, I feel like KitKat is a better name. I wish it was as simple as naming the version that and then moving along, but with a trademarked it can't be. If Nestle is going to agree to a deal where no money is exchanged, they need to get something out of it. So it seems like it makes sense for a couple of initial publicity things and then it will be just the same as any other name.
It is being offered by Hershey's and not Nestle. KitKat is made and distributed by The Hershey's company in US and this marketing campaign is only happening in the US.
Also Nestle are releasing some kind of limited edition KitKat bar, so it's clearly something beyond the usual naming system.