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Kraft Canada’s Cadbury Creme Egg brand has launched an online game in which consumers splatter the virtual goo from Creme Eggs onto a chosen street address.
The Cadbury Creme Egg Cad-apult application can be found at ReturnOfTheGoo.ca. After a brief, poetic preamble, visitors are taken to a page that features a wooden catapult loaded up with a Cadbury Creme Egg. Users enter a street address into a field on the bottom, click a purple button and watch the catapult fling the product into the sky.
The Creme Egg then tracks through the air, unwrapping as it travels, before landing with an explosion of goo on a Google Maps representation of the target address. The program concludes with a prompt to users to tell others about the Cad-apult using e-mail, Facebook and Twitter.
“It’s very consistent with the brand itself,” said Mackenzie Davison, director of marketing, chocolate for Cadbury. “Creme Eggs are all about fun and the gooey filling, and through the Cad-apult, consumers can literally Creme-Egg anyone in the world using Google Maps.”
Davison said that since it debuted in late February, the site has attracted 140,000 visits. She added that the Cad-apult application has been shared 3,000 times on Facebook, posted on more than 100 blogs and tweeted roughly 300 times.
The Cad-apult was conceived by Toronto agency Taxi 2 and launched approximately one month after three television spots began airing to promote the annual pre-Easter introduction of the Creme Egg product. The spots originally aired in Britain and were adapted for Canada by Taxi 2.
The television spots depict Creme Eggs using various methods – including a hair dryer and a typewriter – to crack themselves open. The Canadian versions conclude with an image of the clucking bunny that Cadbury has used in previous Creme Egg campaigns.
“In the Canadian market we have a lot of equity with the Cadbury bunny, so we needed to just work with the scripts a little bit to announce the return of the goo and integrate the bunny into the end,” said Lance Martin, executive creative director at Taxi 2.
The campaign also includes online advertising.
