Cadburys Social Media Success Story (Part 4)

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Cadbury Creme Eggs

The first Cadbury filled egg arrived in 1923, but it another 48 years before what we know now as a Creme Egg was launched onto the market. Availble between New Years Day and Easter each year it is the biggest selling confectionary item during that period. The main production factory in the UK produces 1.5 million eggs per day. In 1985 the brand introuced the ‘How Do You Eat Yours’ strapline that first hit TV screens in 1990 and later featured Spitting Image puppets and a young Matt Lucas of Little Britain.

Creme Egg Goo’s Social

After twenty years asking ‘How do you eat yours’ the tagline was dropped in favour of ‘Here today, Goo tomorrow’. The chocolate egg is a favourite of the 16 – 24 year old age group, and what better market to target through the use of social media? Initial digital activity in 2007 included a Youtube channel and a microsite. The 2008 campaign expanded on this early start to include;

– a microsite with downloadable mobile game, an FMCG first

 

– a game called ‘Room with a Goo’ was created and promoted through Bebo and included a viral mechanism for friends to forward on

– a Bebo profile and widget that allowed friends to interact with each other

– friends could destroy or rebuild each others eggs through different activities

– Creme Eggs appeared in two episodes of the Bebo drama Kate Modern

– online advertising included hompage takeovers of Yahoo, MSN, MTV, Channel 4 and Vodafone

The result was over 20,000 fans of the Bebo page and 8,000 people installed the Bebo widget (Source), and agency CMW picked up several awards for the campaign.

Creme Egg 2009 Campaign

When 2009 rolled around CMW identified brand advocates from the previous years’ campaign and sent them a DM package (see picture below). It contained a letter thanking them for ‘releasing the goo’ and three Creme Eggs. Besides thanking people for their brand participation in 2008, it’s aim was also to stimulate social media activity for the product in 2009.

Further online support came from a Microsite that also included a blog and online game, a Bebo page, Facebook page, Youtube channel and a series of in-game adverts that can be viewed below. The 2009 Creme Egg campaign recorded an increase of 10% unique visitors year on year, 41% increase in ‘dwell’ time over the same period, double the number of average visits per user and 54% of visitors played the online game.

Creme Egg Twisted
Having honed their social media talents on Creme Eggs for two years, agency CMW, pushed the Creme Egg Twisted campaign into new territory in terms of social media marketing. As with Creme Eggs a DM package that resembled a steel security box was sent to bloggers and brand advocates (see picture below). Inside were two Twisted bars and the wrapper of a third that had escaped. The ’sender’ of the package was hell bent on covering the planet in ‘goo’ and invites recipients to join the Cadbury Intelligence Agency (CIA).

‘Operation Goo’ saw almost 10,000 people sign up as CIA Agents via a website. Their mission was to track down up to 16 Twisted bars located around the UK, via clues given on Twitter.

A ‘twist’ in the game then saw 10 Super Agents selected, who were then supplied with a flip camera and a mission to track down the ‘goo’. The super agents had to upload their adventures onto Youtube and use their talents to generate further social media buzz. Points were awarded for creativity, social networking skills and the lengths the agents went to in their mission. The agent with the most amount of points stood to win a hefty £20,000 for their efforts.

Super agent Dean Stokes was announced as the winner on July 16th, 2009. Dean had over 2,000 followers on social networking sites and clocked over 5,000 views on his Youtube channel. Deans blog is available here. Further information is available on CMW’s blog.

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