Cadburys Social Media Success Story (Part 4)

Posted By Luke / 8th October 2009

Part One (here), Part Two (here), Part Three (here)

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 Goos 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, its 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 CMWs blog.

51 Cool Marketing Ideas [video]

Posted By Luke / 6th October 2009
Heres a video with 51 pretty good marketing ideas, covering advertising, guerrilla and ambient.

Cadburys Social Media Success Story (Part 3)

Posted By Luke / 1st October 2009
Part 1 of the series is here Part 2 of the series is here The final part of the series will look at Cadburys approach to social meda in relation to their Wispa and Creme Egg brands. Cadbury Wispa Wispa launched in 1983 with adverts featuring British actors such as Julie Walters and Victoria Wood. In 2003 the Wispa was phased out and in its place was a new bar in the Dairy Milk family called Dairy Milk Bubbly was introduced. At a later stage it was revealed that poor sales of the Wispa bar had lead to its demise.

Four years later a Facebook campaign to Bring Back Wispa was launched. Over 14,000 Facebook users joined the campaign, that included ninety three Bring Back Wispa groups. At the English music festival Glastonbury that year, a group of Wispa lovers stormed the stage carrying a Bring Back Wispa banner. The product was re-introduced temporarily in 2007, a move that proved so successful the brand was reintroduced on a permanent basis in 2008. Wispa maintains a presence on Facebook, where the products network of fans was instrumental in the For The Love Of Wispa campaign. Fans were asked to donate items and props to be included in the For The Love Of Wispa television advert, some fans went as far as donating their own time to take part. The finished result was broadcast on ITV in December 2008. Whats significant about this is although Cadburys retained editorial control and the final output was going to be a television commercial, the inputs lay firmly in the control of the fans. If one were to take this logic further, what if the inputs, assembly and the output(s) also lay in the hands of the consumer? For the love of Wispa commercial: Since this advert debuted in December 2008 on ITV it has been repeated on cable channel Dave. Wispa Easter Eggs also returned in 2009 and, for a limited time, Wispa Gold.

As part of its comeback in August 2009 Cadbury unveiled a Gold coated Wispa bar. It was covered in an edible gold leaf and sheathed in a gold leaf wrapper. It was available for viewing for a week at Selfridges in London, while its 961.48 price tag is the value of its weight in gold. Currently (Oct 2009) Cadbury are offering consumers the chance to get their message on Billboards for the upcoming Wispa Gold advertising campaign. Such messages can be submitted through the Wispa Facebook page, which also counts almost 800,000 people as fans of the chocolate bar. Part 4 in the series is here