The latest instalment of Cadbury adverts, Eyebrows, has already attracted more than 4 million views online since its launch and now the confectioner is looking for even more success by taking the campaign into the digital sphere with new content.
The Dairy Milk maker has launched brand new digital content to help fans of the ad engage even further with the eyebrows phenomenon.
Planned and bought by PHD with creative and strategy conceived by digital agency, Hyper, the digital campaign creates a hub of content co-hosted on MSN and www.aglassandahalffullproductions.com.
The focal point of the campaign will be Jivebrow09, the world’s largest communal Eyebrow dance, hosted on the MSN homepage today (27/02).
Expected to reach over 4 million unique users, Jivebrow09 will use bespoke technology built by FlashTalking to link directly to users’ webcams, allowing them to record their own Eyebrow dance and have it streamed directly into the MSN Homepage.
Every user will then be notified of a time when they will feature on the MSN homepage.
The hub will also contain ‘B-Brow’, the world’s first ‘eyebrowser’, an application which allows you to place dancing eyebrows on any page on the web and a ‘Breakdancing cursor’, an ad that grabs your cursor and makes it breakdance.
Digital activity will run through to March alongside ongoing TV and cinema activity.
Sandie Dilger, brand manager at Cadbury Dairy Milk, said, "Our previous productions have created unprecedented amounts of buzz online and we knew Eyebrows also had this quality to it. We really wanted our online activity to allow people to get involved with the Eyebrows campaign themselves and through partnerships with companies such as Photobox, where consumers can upload their photos to create their own Eyebrows mug and MSN where we're running ‘Jivebrow09’ - a live one day eyebrow dancing event where the public can try their hand at recreating the ad themselves, we're really allowing everyone to get up to some Eyebrow themed mischief online"
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