Cadbury unveils Oyster-like card for Games

Cadbury is to let visitors to its Olympic hub at Hyde Park instantly share their experiences on Facebook with the launch of an Oyster-like card that uploads content to the social network when scanned.

CadburyHouse

The confectionery brand, which is the official treat provider of the London 2012 Games, will give the cards to visitors who register at its Cadbury House when it opens next week (27 July).

The service uses the same technology found in Oyster cards and links to either Facebook or an email account. When scanned at touchpoints inside the House, the card will send a photo, message or status update to Facebook.

The technology, which Cadbury claims will “revolutionise the way that consumers experience events” , will also tag friends before the picture goes out.

Kirsty Band, brand manager at Cadbury, says: “By making this as convenient and easy as possible for our visitors through instantly shareable RFID technology, we hope to spread the joy of Cadbury House far and wide.”

Cadbury is opening the hub as part of BT’s London Live activity. A celebrity “curator” for the House will be revealed next week who will meet visitors.

The hub is an extension of Joyville, Cadbury’s long-term communications platform which was unveiled earlier this year in a bid to reconnect its brand marketing to its products.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here