Cadbury’s and Shazam join for Olympic TV ad campaign

By on Wednesday, May 9, 2012

Cadbury has utilised ITV’s link up with music identifying app Shazam to promote their latest advert. The advert will be shown for the first time this Saturday (12th May) during the Britain’s Got Talent final.

The advert will encourage viewers to use their Shazam app to identify a song, from which they will be directed to a virtual chocolate bar unwrapping with a chance to win Olympic Games tickets. This will form the main part of Cadbury’s ‘Unwrap Gold’ campaigns featuring on their confectionary in the run up to London 2012.

This looks to be a clever piece of advertising from Cadbury, certainly engaging their brand with younger and more technology-savvy consumers. Furthermore, it actually engages people with the olympics as a whole, giving them the chance to win tickets, which will do wonders for the consumer’s perception of Cadbury as a sponsor.

I mean, should what is ultimately a chocolate brand be sponsoring a sponsoring the largest sports event in the world? It seems slightly ironic, but clever campaigns like this, which engage and interact with the consumers will go a long way to change people’s perceptions of Cadbury as a London 2012 sponsor.

Is this then, going to be the latest ways to utilise the T.V for adverts, by making people actually engage with them, rather than passively view them and probably not actually pay much attention? Surely with literally every single human being these days owning a smart phone, it has to be a fantastic idea. I, for one, am keen to see how the advert works on Saturday!

Matt Galloway (@mattagalloway)

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