Choose speciality channel:   Choose sector channel:     Search the site

Case Studies


Cadbury Creme Egg social media campaign

Cadbury Creme Egg social media campaign

Best practice from CMW

Background and challenge

Cadbury Creme Eggs are only available for a limited period every year, and so it is important that the marketing campaign for them has impact and generates interest and sales.

CMW were briefed to create a playful campaign around ‘goo’ for the 2009 Easter season.

CMW decided to use social media to engage its target audience of 16-24 year old Creme Egg fans and social networking users.

To do this it developed a campaign with three main strands – a DM pack, digital push including a website/game/social media and an online ad campaign.


1. DM Pack and website

A limited edition direct mail pack was launched, with the aim of driving recipients online to social media sites such as Bebo and Facebook to talk about Creme Eggs.

The direct mail looked like a ‘fragile’ package which had been defaced by the Eggs in the hope that the pack would be treated badly, and that as a result, they would get to ‘splatter their goo’ everywhere.

Recipients of the packs were chosen on the basis of their engagement in the 2008 campaign, with only the biggest online brand advocates receiving the package, which contained free Creme Eggs.

As part of the campaign CMW has also built Creme Egg profiles on Bebo and Facebook, a blog-based website at  which includes a highly addictive game, and a YouTube channel at
2. Creme egg online game and email driving traffic to site to encourage playing of game

CMW created an online game - The Great Eggscape – for Cadbury Creme Egg . The central character is Sir Eggbert Shellby who is chief curator at the Museum of Eggs.

Eggbert Shelby is a collector of rare eggs and for this reason Creme Eggs, which are only available from January 1st until Easter, are a highly prized item.

The game illustrates the tension between the Creme Eggs, which are driven to release their goo – it’s in their DNA – and Eggbert Shellby, who wants to preserve these rare ‘eggy’ exhibits at all costs.


- 10% increase in the number of unique visitors YOY
- 41% increase in the average dwell time YOY
- Double the number of average visits per user YOY
- 54% of visitors played 'The Great Eggscape' game

viagra coupons online go discount prescription drug cards
drug coupons transfer prescription coupon pet prescription discount card
coupon for free viagra site prescriptions coupons
free prescription drug cards site free cialis coupons
discount drug coupon open coupons for prescriptions
discount drug coupons transfer prescription coupon
cialis free sample coupons pet prescription discount card
www bystolic com coupon generic name for bystolic does bystolic have a generic
bystolic daliresp patient assistance forest patient assistance
discount coupons for prescriptions prescription drug discount cards
the day after pill abortion clinics in dallas tx
free prescription drug cards canada drug pharmacy coupon free prescription discount cards
cialis 2 cialis 2 cialis 2
prescriptions coupons cialis savings and coupons online cialis coupons

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.