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Cadbury hooks up with Snapchat

Cadbury TimeOut is getting creative on Snapchat in a campaign to engage young consumers in the next installment of Mondelez and Carat’s Media Innovators program.

The campaign integrates popular social media platform Snapchat with a consumer promotion, asking consumers to ‘snap’ a TimeOut bar, awarding a prize of $10,000 to the most creative snap.
 
New York based street artists Yok & Sheryo are also providing creative inspiration via three pieces of street art visually dramatising the TimeOut moment, which will be featured on street posters alongside a blank canvas ready for passers-by to snap.
 
TimeOut has partnered with VICE’s in-house creative agency Virtue for the multi-channel campaign that utilises OOH posters, Youtube, VICE Discover, the VICE media network and other digital lead channels to create new found awareness for the much loved chocolate bar.
 
Dwayne Hutton (Brand Manager – Cadbury Bars) at Cadbury said: “The TimeOut chocolate bar is all about encouraging you to take time out and enjoy it!  This fits perfectly with the behaviours of using mobile devices and being active on social media.”
 
“It’s very exciting to be innovating with media and activating on Snapchat for the first time, seeing TimeOut on Snapchat might come as a surprise to some consumers, so we are very excited to see how creative they’ll get with their snaps.”

The campaign is part of the Media Innovators program, which Mondelez has run in partnership with Carat, and involved brand managers pitching their ideas to an expert panel in a bid to win a share in $1 million of advertising budget to turn their campaigns a reality.
 
This TimeOut, Snapchat and VICE activation follows a number of successful Media Innovators campaigns, including Picnic with Tinder and NOVA.
 

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