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Cadbury 'Spots v Stripes Race Season'

Client: Cadbury

Agency: Fallon

Cadbury has launched another new game as part of the Cadbury Spots v Stripes initiative – the Spots v Stripes Race Season. The Official Treat Provider of the London 2012 Olympic Games and Paralympic Games is ploughing £6.5m worth of marketing support into the new campaign, which kicked off this month (March).

Following the overwhelming success of the first year of the Cadbury Spots v Stripes campaign, Race Season sees nine challenges laid down by game-playing Cadbury. The challenges aim to see if people can be genuinely speedy at tasks they do every day, giving every person in the UK and Ireland a fighting chance of breaking a World Record.

As part of the Race Season activity, Cadbury has also launched a new chocolate wafer bar, the Big Race bar, which went on shelves nationwide on February 28.

The £6.5m campaign marketing spend, part of an overall £50m invested by Cadbury in the Spots v Stripes initiative, is split across TV advertising, digital, events, community programmes, PR, and outdoor advertising.

The campaign kicked off with a new TV ad, which is airing in the UK from March 1 for six to seven weeks, with a media plan including a 60 second, and a variety of 10 second spots being placed. The 10 second spots will be used later in the campaign to play the best digital content created by consumers entering the World Record challenges.

Digital activity in the form of online games, ad support on Facebook, VOD, and SEO were also implemented from February 14 onwards, alongside a national outdoor advertising campaign driving awareness of the Big Race bar.

The PR activity is incorporating media partnerships, as well as awareness building activity for the ongoing Cadbury Games Crew events, which will see 2,000 ambassadors and volunteers touring the UK encouraging communities to come together to play games.

The Cadbury Spots v Stripes campaign to date has enjoyed success across all platforms with key highlights including:

•    Over 200,000 members of the public coming together to play games with the Cadbury Games Crew
•    128,624 Facebook fans and over 5,000 Twitter followers
•    Almost 500,000 points already awarded in the Cadbury Spots v Stripes games (247,730 Spots v 245,712 Stripes)
•    A PR AVE of £1,671,241 with an OTS in excess of 400 million  

Commenting on Cadbury Spots v Stripes, Norman Brodie, General Manager of the Cadbury London 2012 programme said: “We were delighted with how quickly the Cadbury Spots v Stripes campaign took the nation by storm in 2010, and we are excited by the prospect of continuing the fun in 2011 with the new Race Season.

"The campaign success to date shows that people really enjoy taking part in some game-playing fun. Race Season continues the fun with a series of challenges which can be played both online and offline, giving everyone the chance to get involved. Let’s play our way to London 2012!”

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