Cadbury have been advertising their new Nibbles a fair bit recently, featuring a sexed up caramel bunny wearing a dress and scarf designed by Giles Deacon. Now they are giving the public the chance to win a limited edition scarf.
They will be given away via an online store this Thursday and Friday, but the catch is that a link to the store will pop up on various fashion websites, retail sites and blogs in a random, erratic manner. Once the user finds the shop they will join a virtual queue where they are eventually ‘served’ by a real shop assistant based in their temporary Carnaby Street Boutique. (this store is just for window shopping in real life!) for anyone who misses out, they can buy the scarf in John Lewis during November for £15 with proceeds going to Fashion Targets Breast Cancer UK.
The brand are hoping to create interest on Twitter with a #nibbles hashtag so that users can alert others to the stores location at any moment in time. There is also a Facebook page harboring discussions on where to find the store. Cadbury thought that this premier of a digital pop up shop would be a “perfect way to drive discussion and engagement” around their new product.
I think they are onto a winner here; the minute you say anything is ‘limited edition’ people will be jumping to get it! Couple that with great social networking discussions (already happening) and feed in the odd lead here and there and you have a great marketing campaign for this new choccie.
Really like the idea of you buying online but from a sales assistant in the actual wee boutique too. I mean, this obviously happens with online stores at the moment, but the fact this store was created especially, and isn’t actually a shop itself, is pretty cool.
I hope they have some good offline activity to accompany this. I assume the Carnaby street store will have some marketing messages on it, driving visitors to get involved, but I haven’t seen anything in my girly mags or on billboards yet. Even if it is just an online/social networking campaign, it would be nice to get some offline impetus; I’m a regular social network user but often leave the realm for a day or two and then i miss out on stuff like this. If they have some print ads in the metro etc tomorrow I will heart them massively ☺
I will definitely be joining in the treasure hunt tomorrow, fun way to get involved for once!!
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