The confectionery business intends to unveil the new Dairy Milk Bubbly variant to nearly 2.5m fans on Google’s social network ahead of informing the thousands of followers it has on its Facebook and Twitter networks.
It will use Google’s Hangout On-Air broadcast feature to allow nine fans from around the world to sample the flavour as well stream the event simultaneously to its own YouTube channel. Each fan will be sent the bar in advance and have been instructed to open it at the same time.
Cadbury announced the original Dairy Milk Bubbly bar in January on the social network and hopes the latest stunt will boost search rankings and website visits.
Jerry Daykin, social media manager at Kraft Foods, says: “Now that we’ve built a ten-times larger community on the platform it felt right to reward fans with something bigger and more exclusive.
“We see Hangouts as a great opportunity to directly connect with some of our most enthusiastic fans whilst creating content we can share more widely with millions; we’ve also consistently seen that increased activity on our Google+ Page boosts our wider search rankings and website visits.”
The launch comes just weeks after Cadbury unveiled two new Dairy Milk bars – Toffee Popcorn and Gold Biscuit – on its Twitter, Cadbury UK Facebook and Google+ pages.
It is part of a wider strategy from Cadbury to adopt a social media-first approach to marketing for its Dairy Milk brand.
Brands such as Playstation, H&M and the Financial Times have all invested in Google’s nascent social network over the last 12 months, but have called on the search company to do a better job at educating consumers on Google+’s offering.