The app features the giant clothing characters that appeared in its latest Glass and a Half Productions ad “charity shop”. It is part of the brand’s Olympic Spots v Stripes activity,
Users can link the app to their iTunes playlist to make the characters dance along to their music.
Cadbury Dairy Milk also plans to launch an experiential campaign to support the Dance Off and take the characters on tour around university and sports events as well as summer festivals.
Julie Reynolds, Dairy Milk senior marketing manager, says the campaign is more integrated than any previous activity and relies on participation, which means the brand has to be “really reactive” to consumer response and adapt the campaign as it proceeds.
She adds: “We have to look at what’s working well, what’s not working. All our agencies are talking more than usual, and pushing through ideas as quickly as possible”.
Cadbury claims the campaign has exceeded expectations of participation and has received 75,000 votes on more than 300 dance off video clips
uploaded on YouTube since its launch last month.
Dairy Milk is the second Cadbury brand to launch Spots v Stripes activity and follows the app launched for the Cadbury crème Egg Brand earlier this year.
Activity in support of Cadbury’s Olympic sponsorship will rollout across all its brands throughout the year.