Cadbury is cashing in on Lottery fever through its 10m Coronation Street sponsorship deal – with the launch of “Watch and Win Lotto”.
Four lotto numbers will appear in the mid-programme break of the four weekly episodes of Coronation Street for 16 weeks from February 2 next year.
Chocolate-eating Street fans will get the chance to play the lotto with top cash prizes of 25,000, by matching numbers on the inside wrappers of Cadbury bars which will include Boost, Fuse, Wispa and Dairy Milk.
Lotto numbers will change each episode. Four numbers will win 25,000, three numbers win 10 and discount vouchers for Travel Lodge and Granada electrical goods for one or two winning numbers.
“This is one of the highest-profile promotions Cadbury has ever undertaken. It’s another example of the creative use of Coronation Street credits,” says a Cadbury spokesman.
Lotto players will be able to call a telephone hotline or check numbers on the Cadbury Website if they miss an episode of Coronation Street.
Cadbury is currently in talks with a national newspaper for a link-up lotto deal.
Triangle created the promotion concept and while advertising plans are yet to be finalised, any TV would be through EURO RSCG Wnek Gosper.
Cadbury ran its first watch-and-win promotion in September 1996. This involved running purple icons in the final credits of Coronation Street.