As part of their UK new product launch for Cadbury Creme Egg Twisted, a year round version of the Cadbury Creme Egg, Cadbury in the UK just announced the winner of their social media campaign devised to spread the word of their gooey new product and create a buzz in the market. The GOO ON THE LOOSE campaign created by CMW London used traditional media such as TV ads, but also used social media to spread the word in a way not seen before. The social media elements included a microsite created specifically for the promotion, a Facebook fan page, a Twitter account, and the use of YouTube for their viral TV spots. (See examples at http://mktgcliks.blogspot.com/2009/06/cadbury-creme-egg-twisted-social-media.html). The social media campaign ran from mid May to mid July and started with press kits being sent out to bloggers to encourage them to write about the campaign. A challenge was then let loose to young adults over the age of 18 to become super agents in the quest to find the missing Cadbury Creme Egg Twisted bars. The agent who most successfully created a buzz in the market would win the grand prize.
The social media campaign used Twitter to send out clues on the whereabouts of the missing Cadbury Creme Egg Twisted bars, with prospective agents vying to become one of the selected top 10 super agents who would then compete for the grand prize of £20.000. Once the top 10 agents were selected, they were each given a video camera with which to film their quest for the missing Twisted bars. They were challenged to spread the word of their feats and the Cadbury Creme Egg Twisted campaign through social media outlets such as blogs, Twitter, Facebook, Bebo, YouTube, Flikr, and MySpace etc. The winning agent would be selected based on creativity, social networking skills, the lengths gone to spread the word, and finally the buzz created.
Cadbury just announced the name of their top super agent, and winner of the £20.000 grand prize, Dean Stokes, who not only managed to get the Cadbury campaign talked about on the top rated Mashable blog, but also created numerous humorous viral videos of himself uploaded to YouTube. Dean Stokes could be seen gently spoofing the secret agent campaign with police outside Downing Street, at Wimbledon talking in hushed tones outside an Andy Murray match, and in London hotspots such as the London Eye. In total, 2,000 fans followed Dean Stokes on social networking sites and his viral videos received more than 5,000 views of YouTube - an accomplishment for both him and Cadbury. Let’s not forget that another 9 agents were also spreading the word about the Cadbury Creme Egg Twisted GOO ON THE LOSE campaign through social media outlets, making the campaign a measurable success for Cadbury.
Since the announcement of Dean Stokes’ win, the buzz continues to spread through articles and interviews on what Dean Stokes will be doing with his winnings. You can see a smattering of how Dean Stokes used social media to create a buzz in the market by going to his YouTube channel, visiting his blog, and seeing his Twitter updates. Below you can also see one of his best video uploads during the social media campaign and the final viral video he used to sell himself in the competition. All in all, a very imaginative campaign by Cadbury, and a very creative endeavour by Dean Stokes.
CMW London's video review of this successful campaign is also posted below. It identifies the intricate elements that went into the campaign, highlighting the positive campaign results for Cadbury Creme Egg Twisted!
Dean Stokes’ YouTube Channel http://www.youtube.com/user/agentdeanstokes
Dean Stokes’ Blog http://gooisontheloose.wordpress.com/
Dean Stokes’ Twitter http://www.twitter.com/deanstokes
Agent Dean Stokes' Viral Video - Mission to London Goo on the Loose
Agent Dean Stokes’ Viral Video - GOO ON THE LOOSE - A Look Back & Creme Egg Twisted Bars Surrender! http://www.youtube.com/watch?v=aQSeCKWrSTo
CMW London's campaign review - Twisted Campaign 2009 - Operation Goo on the Loose http://www.youtube.com/watch?v=C_f4MvYcDZM