Best practice from CMW.
Cadbury launched the Creme Egg Twisted bar post-Easter 2008. The intention was to boost sales of the Creme Egg brand outside of its core sales period. Unlike the iconic egg, which is on sale only from January to Easter, Twisted is sold year-round.
For 2009 CMW was briefed to create a playful campaign around Twisted’s positioning as Creme Egg's anarchic sibling. The challenge, then, was to tell Twisted’s story and to encourage people to engage with the brand by inspiring them to create and sustain conversations on social networking websites and other media platforms.
The agency was also tasked with boosting the number of visitors to cremeeggtwisted.com with the overarching aim of increasing sales of the Twisted bar.
CMW supported Cadbury’s ‘Operation Goo on the Loose’ with an eight-week campaign with two strands. The first was a direct marketing initiative. The second was a social media campaign that sought to get bloggers and members of the public involved in spreading the word about Twisted and boosting its profile.
CMW created a narrative around Twisted bars’ escape from the Cadbury Intelligence Agency (CIA), and gave people the chance to shape the story by becoming 'CIA agents'. Their ‘mission’ was to stop 16 major UK landmarks from being ‘gooed’.
The direct marketing pack was sent to Creme Egg fans who had interacted with Cadbury online and who were therefore on the brand’s database. Packs were sent to the 300 individuals who had been most active in their online dialogue with the brand.
The pack came in the form of a cardboard box that was designed to look like a high-security steel strongbox that had been bolted shut. It contained two Twisted bars and an empty wrapper to give the impression that the third bar had ‘escaped’ through a hole in the bottom of the box.
The enclosed letter challenged recipients to become ‘agents’ of the Cadbury's Intelligence Agency by signing up on the Twisted website and ‘tracking down’ the escaped bars using clues provided by the CIA. The idea was that they would post blogs about and photos of their activities on social networking sites in order to create a buzz about the bar.
Working with Focus PR, CMW also recruited 10 ‘super agents’ by asking people to fill in an application form attached to the email, on which they were asked to explain why the CIA should choose them.
Agents were encouraged to use a Google Maps mash-up and clues posted on a Twitter feed to the Twisted website to locate the 16 targets. Agents who solved the most clues were in the running for a luxury holiday in Morocco.
The 10 'super agents' competed for a cash prize of £20,000. The prize would go to the agent who created the most buzz about the Twisted brand.
These agents were awarded points for contributing to forums, posting images on Flickr, uploading their own videos to YouTube, and blogging and Tweeting about their adventures - inviting further comment and participation and shaping the brand's story interactively.
Online ads also directed other potential agents to cremeeggtwisted.com – the hub of the CIA – where they could read up on the full Twisted story and view CCTV footage of Twisted bars creating their gooey mayhem across the UK.
Site traffic has increased year-on-year by 442% (Omniture SiteCatalyst). We made over 31,500 friends on Facebook, and from that visitor base and the social media activity we recruited over 10k agents, almost half of those coming back to the site between every 1 and 3 days for more clues and to follow the story*.
Business Week said that the campaign generated ‘the kind of buzz that money can’t buy’ and Mashable claimed it was ‘the most creative yet’.
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