Posted: Mar 26, 2011
Cadbury's Spots vs. Stripes Race Season enters final straight
The live events for Cadbury’s 2011 Race Season culminates on April 16-17th at Westfield Shopping Centre. The penultimate event is 9th-10th April at Merry Hill, West Midlands.
The events, which started March 1st, form the end of a nationwide tour and have been the key engagement tactic of Cadbury’s £6.5 million marketing strategy that activates its Official Treat Provider for the 2010 Olympic Games and Paralympic Games.
Spots v Stripes Race Season has seen nine challenges laid down to inspire the nation to play more games. These challenges aim to see if people can be genuinely speedy at tasks they do every day, giving every person in the UK and Ireland a fighting chance of breaking a Guinness World Record. Nine challenges are split into four online races and five offline races.
A large part of the £6.5 million investment has been spent on marketing the launch of a new product, The Big Race Bar. This new chocolate bar allows Cadbury to fully integrate the campaign – one of the digital contests is to speed type its on-pack promotional code.
Offline contests have included tea making, coin stacking, bed making and unravelling a toilet roll, with record breaking attempts being uploaded directly by consumers as well as recorded at the live events.
On the website visitors get to create an allegiance with the two ‘teams’ in the Race Season, spots or stripes. The launch event starred Spot Alexandra Burke (singer) vs. Stripe Steve Backley (Olympian), and Backley was duly declared the world record coin stacker, clocking 24.43 seconds for his stack of 25 x 2p coins.
The campaign builds on the momentum gained from the 2010 season.
The brand experience is being run by Pretty Green, with Fallon and PhD also engaged in key elements of the campaign.