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URL: http://cadbury.com/
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Key Industries:
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Confectionery
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Entertainment & Leisure
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Gaming
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Government / Social / Political
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Internet
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Key Sectors:
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Cadbury
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Brief
To drive more awareness for its “Spots vs. Stripes Race Season” campaign, Cadbury wanted to reach a highly engaged group of Facebook users who were already having fun and who were receptive to the Race Season challenges.
Strategy
Cadbury leveraged BrandBoost to give social gamers valuable virtual goods for free in top Facebook games such as Cupcake Corner, Happy Aquarium and Mall World in return for engaging with a series of “Race Season” mini-games.
Execution
Players were invited to play Cadbury’s 'Race Season' mini-games, and rewarded with a free item 'gift' from Cadbury - such as an in-game desserts that players could serve to their café customers, making the player’s engagement with Cadbury a uniquely positive experience.
Results
BrandBoost helps players get coveted in-game items without them having to use their own money, and puts brand advertisers like Cadbury in the enviable position of making the games even more fun.
Third-party studies indicate that BrandBoost delivers significant lift in brand awareness, brand favorability and purchase intent. Quantitative engagement metrics all surpass industry benchmarks.
• Averaging over 20% lift in purchase intent for CPG brands
• Averaging 15% click thru rate (for Cadbury’s Race Season over 20% of engagements resulted in clicking through to the Race Season campaign website)
• Averaging 40s time spent interacting with brand (for Cadbury’s Race Season the average was close to 1 minute)
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