Cadbury Launched a Creative Snapchat Campaign for Its TimeOut Bar
Katherine Pendrill — June 21, 2016 — Marketing
References: cadbury.au & foodmag.au
This past December, Cadbury teamed up with Snapchat to promote its TimeOut bar in a creative and engaging way. These days, social media is one of the most effective ways for brands to reach out to young consumers. This campaign demonstrates how the interactive nature of social media can be used to create buzz around a product.
The campaign for Cadbury's TimeOut bar involved asking consumers to snap a photo of the candy bar and then add their own creative touch. As an incentive, the brand offered a grade prize of $10,000 to whoever could produce the most creative snap. To drive awareness about the competition, the brand enlisted the help of New York-based artists Yok & Sheryo. These artists created three pieces of eye-catching street art depicting a TimeOut moment, which served as inspiration for consumers participating in the campaign.
By drawing a parallel between the use of Snapchat and the fun of enjoying a TimeOut bar, Cadbury managed to effectively engage with young consumers.
The campaign for Cadbury's TimeOut bar involved asking consumers to snap a photo of the candy bar and then add their own creative touch. As an incentive, the brand offered a grade prize of $10,000 to whoever could produce the most creative snap. To drive awareness about the competition, the brand enlisted the help of New York-based artists Yok & Sheryo. These artists created three pieces of eye-catching street art depicting a TimeOut moment, which served as inspiration for consumers participating in the campaign.
By drawing a parallel between the use of Snapchat and the fun of enjoying a TimeOut bar, Cadbury managed to effectively engage with young consumers.
Trend Themes
1. Engaging Social Media Campaigns - There is an opportunity for brands to create interactive and engaging campaigns on social media platforms to reach young consumers.
2. Incentivized User-generated Content - Encouraging users to participate in a campaign by offering a prize for the most creative submission can incentivize the creation of user-generated content.
3. Artistic Collaborations - Collaborating with artists can add an extra creative element to a social media campaign and attract more attention to a brand.
Industry Implications
1. Food and Beverage - The food and beverage industry can benefit from creating fun and engaging social media campaigns to promote their products to young consumers.
2. Marketing and Advertising - Incentivized user-generated content campaigns can provide opportunities for marketing and advertising agencies to showcase their creativity.
3. Art and Design - Art and design industries can collaborate with brands to create eye-catching and unique social media campaigns that showcase their skills to a wider audience.
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