Tuesday, May 19, 2009

Cadbury's Creme Egg: Twisted

In an integrated offline and online startegy, Cadburys have created an absolute craic'r of a campaign. The Cadburys Creme Egg Twisted campaign pulls together a great offline DM invitation with a Social Media driven online fulfillment. The campaign launched with ‘security strongboxs' being sent to all hardcore fans who have been talking about Cream Eggs on various Social Network sites.

The box contained 2 Cream Egg Twisted bars and an empty wrapper. Behind the empty wrapper, fans found a hole in the bottom where a third Twisted Bar had escaped. The boxes challenged the fans to visit the (then) exclusive campaign microsite and become agents of Cadbury's Intelligence Agency. Their task was to then track down the escaped Twisted Bars. After an initial exclusivity for the hardcore fans, online ads also went live directing users to the site.

The microsite utilises a Google Maps interface and clues via Twitter that agents would need to solve to locate the 16 targets, which all needed to be ‘gooed'. Agents were up with a chance to win a holiday in Morocco or a cash prize of £20,000.

The campaign has been developed by CMW, and represents my favourite work of theirs to date.

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