Cadbury dares the public with new Creme Egg mobile app

Cadbury has launched a Creme Egg mobile gaming app that encourages users to carry out dares in the run-up to Easter.

Cadbury: launches Creme Egg app
Cadbury: launches Creme Egg app

The free app supports Cadbury's multimillion-pound 'Goo Dares Wins' campaign, part of its 'Spots V Stripes London 2012' initiative.

The 'Goo Dares Wins' app, by digital agency CMW, is available on iPhone and Android phones. It encourages consumers to carry out dares from the main Creme Egg website.

Dares include using Creme Egg fondant as a facemask, crushing a Creme Egg between the toes, and spelling out the word "goo" with the fondant. App users can upload photos and videos of themselves carrying out the dares.

Creme Egg was the first Cadbury brand to be leveraged as part of the confectioner's high-profile 'Spot v Stripes' initiative, which encourages the nation to play.

In January, Fallon rolled out a TV ad for the 'Goo Dares Wins' campaign, featuring a Creme Egg creating dares for the public. A following ad, taken from the website, featured a fan carrying out the dare.

Cadbury is currently reviewing the digital strategy for 'Spot v Stripes', as it is understood to have been criticised internally for failing to engage consumers.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).