Cadbury's Interactive Marketing Campaign Lets the Goo
Nicole Chia — February 24, 2009 — Pop Culture
References: cadburycremeegg & mediaincanada
Today, Cadbury launches their new unique interactive billboard in downtown Toronto's Yonge-Dundas Square that has been constructed to respond to the city's weather conditions.
The billboard, designed by Saatchi & Saatchi, has a long teeter-totter construction with a giant Cadbury Creme Egg on one end, and as rain, snow, or hail falls, the egg will rise on the lever to meet a fan that will break the egg open “releasing the goo.â€
Implications - While I wouldn't want to be at the forefront of this clever interactive marketing campaign, it would certainly be entertaining to watch it happen to someone else! Striking interactive campaigns like this are the future of advertising, with the impact of print ads slowly dwindling and the rise of the viral video.
The billboard, designed by Saatchi & Saatchi, has a long teeter-totter construction with a giant Cadbury Creme Egg on one end, and as rain, snow, or hail falls, the egg will rise on the lever to meet a fan that will break the egg open “releasing the goo.â€
Implications - While I wouldn't want to be at the forefront of this clever interactive marketing campaign, it would certainly be entertaining to watch it happen to someone else! Striking interactive campaigns like this are the future of advertising, with the impact of print ads slowly dwindling and the rise of the viral video.
Trend Themes
1. Interactive Marketing Campaigns - Advertisers can leverage interactivity as a way to engage customers in a way that print ads can't match.
2. Weather-sensitive Billboards - Creating dynamic and responsive billboards offer new ways to entertain and engage audiences with a brand.
3. Viral Video Advertising - Viral videos offer the ability to maximize the potential reach of advertising campaigns in a way traditional advertising can't match.
Industry Implications
1. Marketing and Advertising - Businesses can tap into interactive, dynamic weather-sensitive billboards and viral videos to create attention-grabbing and effective advertising campaigns.
2. Outdoor Advertising - Dynamic and responsive weather-sensitive billboards could help update traditional outdoor advertising and appeal to larger audiences.
3. Consumer Packaged Goods - Creative interactive marketing campaigns like Cadbury's weather-sensitive billboard can help differentiate products in a crowded marketplace and win over customers.
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