Goo Games

(CMW/Cadbury's)

Bag a gold in our suite of chocolatey mini-games for a Facebook audience to support Cadbury’s 2012 Olympics sponsorship

The brief

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!

Our response

Goo Games is an above the line campaign featuring a range of activities with a Facebook game at its heart. Additional awareness comes from their existing 2m+ 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 Results

  • 70,000

    Monthly active users

  • 518,000

    Game plays