CMW / Cadburys
In keeping with their seasonal approach to key brands in their range, Cadbury has re-released their Creme Egg for 2012. As an official UK snack sponsor of the London Olympics, Cadbury commissioned CMW and Preloaded to create a campaign to feature Creme Eggs at their fun and gooey sporty best with their own unique sporting event, Goo Games. It's every Creme Egg's dream to compete in the games and get their goo out!
Goo Games is an above the line campaign featuring a range of activity with a Facebook game at it's heart. Additional awareness comes from their existing 2 million+ fanbase engaging through social networks.
Preloaded worked closely with CMW to develop the Facebook Games, made up of six unique Creme Egg events all of which are designed to create maximum goo! Inspired by real Olympic disciplines, events include the 'Goodles', 'High Splat' and 'Triple Bump'. The player must 'get their goo on' in each event, exploding their egg in the biggest, most dramatic way possible.
Designed for short bursts of play and over multiple sessions, the game's killer-feature is the scoring layer which generates social competition by feeding friends' live game data into the player's own game. The games also integrates Facebook's new scoring API, hard-wiring the game directly into the Facebook community.
Games are being released over the duration of the campaign, with a prize draw qualification meta-game which will roll out in February, rewarding medal success and the ability to compete for real-world prizes.
The games launched in January and have already caputured the imagination of players. Due to run until April 2012, the games are set to be a firm favourite in the run up to the real Olympic Games.