Cadbury launches Crème Egg app for Spots v Stripes

Cadbury has launched a mobile app to support its Crème Egg Spots v Stripes Olympic activity.

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The app is part of the Goo Dares Wins campaign designed to encourage consumers to take part in a game of dare as part of its ongoing Olympic activation activity.

The Crème Egg Goo Dares Wins app, created by CMW, has been designed to encourage consumers to take part in games to claim points for their team.

Crème Egg was the first Cadbury brand to launch Spots v Stripes campaign but activity will roll out across the Cadbury portfolio in the coming months.

Other Cadbury brands such as Crunchie, Twirl and Dairy Milk are expected to launch branded Games to support Cadbury’s Tier Two sponsorship of London 2012 Olympics.

Cadbury’s Olympic 2012 campaign has drawn criticism for not engaging the public but the Kraft-owned confectioner maintains that Spots v Stripes has had a positive impact on the brand.

Cadbury cites independent research from Hall & Partners, which reports that Cadbury has moved into the top 4% of brands in the UK in terms of engagement since the launch of the campaign. It was only in the top 12% before Spots v Stripes activity went live.

It also claims that the launch of its Challenge Bar, the first new product in support of the Olympic sponsorship, is its second most successful product launch since the relaunch of Wispa in 2007. It claims The Challenge Bar has sold 13 million units compared to Wispa, which sold 16 million.

Read Mark Ritson’s column on Cadbury’s use of social media in the Spots v Stripes campaign.

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