Cadbury's Quirky Musical Cyclists Dole Out Free Chocolates in London
Laura McQuarrie — September 10, 2015 — Marketing
References: cadbury & eventmagazine
If the sight of a six-person musical group riding a single cycle wasn't enough to bring a smile to the faces of people in London, the fact that the band was also giving out free chocolate certainly helped.
The #Joycycle marketing stunt from Cadbury was created specifically for the purposes of spreading happiness, particularly to people who found themselves stuck waiting in line somewhere. In order to call out for help, people in London only needed to tweet to @CadburkUK. From there, the pedaling, playing group would locate long lineups and #FreeTheJoy.
In order to make the experience of waiting in a long lineup a bit more tolerable, the quirky group gave out complimentary samples of products like Cadbury's Twirl, Wispa and Dairy Milk snacks.
The #Joycycle marketing stunt from Cadbury was created specifically for the purposes of spreading happiness, particularly to people who found themselves stuck waiting in line somewhere. In order to call out for help, people in London only needed to tweet to @CadburkUK. From there, the pedaling, playing group would locate long lineups and #FreeTheJoy.
In order to make the experience of waiting in a long lineup a bit more tolerable, the quirky group gave out complimentary samples of products like Cadbury's Twirl, Wispa and Dairy Milk snacks.
Trend Themes
1. Experiential Marketing - Brands that create memorable experiences through creative events and activations have an opportunity to generate buzz and increase customer engagement.
2. Social Media Integration - Integrating social media into marketing campaigns can help increase customer participation and engagement.
3. Mobile Sampling - Brands can reach audiences on the go through mobile sampling campaigns, offering free samples and creating positive brand associations.
Industry Implications
1. Food and Beverage - Food and beverage brands have an opportunity to build brand awareness and customer loyalty through creative sampling events and activations.
2. Marketing and Advertising - Marketing and advertising agencies can help brands create unique, memorable experiences that drive customer engagement and positive brand associations.
3. Social Media - Social media platforms can be used by brands to promote experiential marketing campaigns and engage with customers in real-time, building brand loyalty and advocacy.
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