Social media spotlight: Cadbury goes for social media gold
In the olden days of on-pack promotions consumers were encouraged to ring premium rate phone lines to see if their code had made them a lucky winner. Now though, brands have forsaken lucrative phone line revenue for happy customers, and instant win truly does mean instant win.
Confectionery legend Cadbury has adopted this very ethos with its new campaign ‘Unwrap Gold’, launched ahead of the Olympic Games, which the brand is sponsoring for the first time. In homage to Charlie and The Chocolate Factory, customers are buying promotional Cadbury’s products with the hopes of finding a golden ticket within, granting them access to the Games in just a few weeks’ time.
But it doesn’t all just rest on the gold; all packs carry a promotional code which chocoholics can enter online at Cadbury’s Facebook page to be in with the chance of winning thousands of other prizes. The brand’s interactive ‘Ticket Tracker’ also keeps tabs on winners around the country, and of course Cadbury’s Facebook wall is awash with success stories and Olympics chat.
Over on Twitter, Cadbury has changed its name to Cadbury 2012 just in case people hadn’t noticed the TV commercials, billboards and online advertising advising of its news sponsorship status (ditto the static tweet and advertising banner on Cadbury’s Twitter brand page).
It’s pretty clear, then, that Cadbury is stoked to be a sponsor of such a huge event. Back in March the brand even launched the ‘Cadbury Keep Team GB Pumped Parade’ which allowed users and fans to create avatars to take part in the virtual event.
Of course, the fact that a confectionery brand is sponsoring an event that focuses on health and fitness has not escaped the notice of Olympics naysayers, but as LOCOG (the London Organising Committee of the Olympic and Paralympic Games) said in a surprise statement, without sponsorship the Games couldn’t happen. At least Cadbury is creating a celebratory atmosphere of inclusiveness – the ethos of the Olympics Games – in its advertising endeavours.