Cadbury Creme Egg Unveiled a Sponsored Snapchat Lens in the UK
Rebecca Byers — March 15, 2016 — Lifestyle
References: marketingmagazine
Ahead of the 2016 Easter season, an exciting Cadbury Snapchat partnership has led to the creation of a dedicated geofilter celebrating the iconic Cadbury Creme Egg confection. The live-animated selfie filter will be able to record themselves with the creative overlay, which spells out "G-O-O" with Creme Egg images.
Available for just 24-hours on March 12 in the United Kingdom, the Cadbury Creme Egg geofilter supported the brand's "Have a Fling with a Creme Egg" campaign that launched in 2013.
The Cadbury Snapchat geofilters follow a highly successful Cadbury Creme Egg-themed pop-up cafe in London that featured activities, brand memorabilia and which ran for seven weeks. The Cadbury Creme Egg pop-up cafe raised approximately £15,000 for the Prince's Trust, a Cadbury Foundation partner.
Available for just 24-hours on March 12 in the United Kingdom, the Cadbury Creme Egg geofilter supported the brand's "Have a Fling with a Creme Egg" campaign that launched in 2013.
The Cadbury Snapchat geofilters follow a highly successful Cadbury Creme Egg-themed pop-up cafe in London that featured activities, brand memorabilia and which ran for seven weeks. The Cadbury Creme Egg pop-up cafe raised approximately £15,000 for the Prince's Trust, a Cadbury Foundation partner.
Trend Themes
1. Sponsored Snapchat Lenses - Cadbury Creme Egg's partnership with Snapchat to create a dedicated geofilter presents an opportunity for other brands to use sponsored lenses for interactive marketing campaigns.
2. Live-animated Selfie Filters - The success of Cadbury's live-animated selfie filter presents an opportunity for other confectionery brands to engage with consumers in a unique and playful way through social media.
3. Pop-up Cafe Experiences - Following the success of Cadbury's Creme Egg pop-up cafe, there is an opportunity for other brands to create immersive and interactive brand experiences in temporary locations.
Industry Implications
1. Confectionery - The Cadbury Creme Egg Snapchat collaboration highlights the potential for leveraging social media platforms to engage with consumers in the confectionery industry.
2. Digital Marketing - The use of sponsored Snapchat lenses by Cadbury Creme Egg demonstrates the growing importance of digital marketing strategies in capturing consumer attention and engagement.
3. Hospitality and Events - The success of Cadbury's Creme Egg pop-up cafe showcases the potential for creating unique and immersive brand experiences within the hospitality and events industry.
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