Cadbury has opted once again to use Social Media within their Marketing Strategy following the success of the Gorilla and Eyebrow dance viral videos for their new Twisted bars.
The intriguing 2-part viral campaign titled 'Operation Goo' takes on the secret agent premise encouraging participants to enter Youtube videos and Tweets of their search for the Twisted bars that are 'on the loose'. Clues are posted on Twitter (http://twitter.com/cremeeggtwisted) by the C.I.A (Cadbury Intelligence Agency) for participants to solve and then identify its location on a their map. It's certainly different!
Unlike part one, which is open to everybody, the second part of the campaign involves 10 Super Agents who are supposed to take photos, record YouTube videos, tweet, and travel across the UK to solve their own set of clues. The aim for these super agents is to rack up as many views and tweets as possible with the winner pocketing a nice £20,000. Cadbury has issued them Flip camcorders and packets to help them with this.
This is a very creative and positive campaign that should generate a lot of brand and product exposure, which is extremely important when releasing a new product into a competitive market. The campaign also gives the Twisted bar a cheeky, dangerous but fun personality that might intrigue consumers to certainly try it out. It reminds me of the 'It's a bit of an Animal' persona created for Peperami.
This is a very creative and positive campaign that should generate a lot of brand and product exposure, which is extremely important when releasing a new product into a competitive market. The campaign also gives the Twisted bar a cheeky, dangerous but fun personality that might intrigue consumers to certainly try it out. It reminds me of the 'It's a bit of an Animal' persona created for Peperami.
(Click Image to Enlarge)The potentially negative aspects of the campaign is whether or not participants will maintain regular interest across the next 8 weeks. The idea is also quite complex when viewing the mission, intelligence and terms and conditions, which could put off people into become participants. It took me a few reads! Without enough participants Cadbury won't be able to engage with consumers so the whole purpose for using social media as a Marketing tool would be unjust.
I believe that this campaign will prove to generate a lot of 'buzz' and will get people talking about Cadbury and Twisted, which is the whole point of using social media, whether its positive or negative feedback only time will tell.
Goo!
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