CMW has launched an integrated digital campaign to run in the build up to Easter. The campaign site cremeegg.co.uk sets out the narrative of the eggs – much like 2009, the little fellows are obsessed with getting their goo out. It’s in their DNA, you see.
This time, however, there’s a twist. As the Creme Eggs leave the factory in a van, in their excitement they jump around and accidently knock open the van door, falling out onto the grassy verge. They land on their heads and suffer from amnesia, then wander off and forget that their destiny is to release their goo.
The campaign also features a competition. Creme Eggs are to be found roaming the internet on sites including MSN, Yahoo and YouTube.
Consumers are challenged to locate them and enter a special code into the Creme Egg website for a chance to win a range of prizes including Creme Egg key rings, spoons, beach balls, Red Letter Day experiences and a trip to New York.
The campaign extends to a quiz on Facebook – ‘Goo am I?’ in which the eggs, still suffering from amnesia, post cryptic clues and ask the 300,000-plus fans to help identify them.
Also on the site is:
• Goo on the box: a collection of new and old Creme Egg TV ads
• Goo on the web: a collection of new and old Creme Egg user generated content
• Goo games: ‘Eggs and Ladders’ and mobile game ‘The Great Eggscape’ As the campaign develops, more content will become available on the site including augmented reality and iPhone apps.
The campaign will also be supported by online advertising.