Cadbury is taking aim at young social media influencers this Easter season with Returnofthegoo.ca, a microsite that lets users hurl its gooey Creme Eggs at street addresses on Google Maps. The interactive, Flash-based game features a “Cad-apult” that viewers load with a Creme Egg and fire at a real-life street address. The candy rockets through the stratosphere, past the Rocky Mountains and Canada geese, before landing on an aerial street view of the intended target.
The target for the campaign is 18 to 34, with trendsetters in blogs and social media a particular focus.
“The objective is to start small and grow the fan base through organic growth,” says Michelle Lefler, manager of corporate affairs for Kraft Canada, Cadbury’s parent company. “We’re targeting influencers online that are really interested in this kind of marketing and creative execution; people that follow entertainment trends, gossip trends, what’s cool and what’s hot in their marketplace.”
Conceived by Taxi 2 in Toronto, with creative repurposed from a 2009 Saatchi & Saatchi London campaign, the site launched in mid-February. It’s supported by three television spots, banner ads and social media outreach that will last until Easter Sunday on April 25. Jungle Media handled media planning, MediaVest handled the buy and Los Angeles-based Denizen handled seeding. The site was created by New York-based digital production company B-Reel.