A few days ago I highlighted the creativity of the Cadbury Creme Egg Twisted campaign from the UK - a launch campaign for Cadbury’s new Creme Egg Twisted product that successfully uses traditional and social media to engage consumers, build awareness, and encourage people to try this new product. This Creme Egg Twisted campaign is built on the base of another successful marketing campaign for Cadbury’s, this time for their traditional Creme Egg product. They ran a campaign for Cadbury Creme Eggs earlier this year, HERE TODAY GOO TOMMORROW, around the Easter period using a creative approach that, yet again, gets attention and makes heads turn. It is worth looking at this HERE TODAY GOO TOMORROW campaign due to its creativity and innovative use of media.
Cadbury Creme Eggs is a seasonal, fun, quirky brand which gets attention through its marketing campaigns which are creative and unusual. Below you can see three forms of media used to innovatively market Creme Eggs in the UK. The first refers to viral ads, the second to an interactive bus shelter ad, and the third to placement in online video games.
First, they created their own YouTube channel, CremeEggGooTube, and uploaded a variety of fun, skit-like, 10 second spots that raise smiles through their fun/silly humourous treatment of a brand personality that makes the viewer chuckle.
http://www.youtube.com/user/CremeEggGooTube. This aspect of the campaign is designed to get people talking and share the fun.
Second, they used interactive bus shelter ads that use technology to transform bus shelter ads into interactive arcade-type games that people can play by pressing elements of the ad while waiting for the bus or stopping for a minute when walking by. The bus shelter ad displays floating Cadbury Creme Eggs that get the attention of passers-by who are encouraged to squash the eggs and splatter the goo within the bus shelter ad.
Finally, Cadbury Creme Eggs embedded images of their billboard ads, HERE TODAY GOO TOMMORROW, in online video games such as; Spiderman Web of Shadows, The Incredible Hulk, Skate, and Shaun White Snowboarding. In-game advertising ran on the online Massive Network which partners with over 40 video game publishers and allows advertisers to reach gaming audiences in real time across multiple platforms. Massive Inc. is owned by Microsoft and worth checking out. http://www.massiveincorporated.com/index.html
In line with Cadbury Creme Eggs' brand image, this fun marketing campaign uses media in an innovative way that emphasizes the brand's irreverent, quirky side. It manages to step outside the ordinary to appeal to a younger target market that expects creativity and fun from this brand. See for yourself by clicking below:
Viral - Cadbury Creme Egg Pedal Bin
Viral -Cadbury Creme Egg Blender
Bus Shelter Interactive Game
Massive Network Embedded Video Game