Cadbury unveils eyebrows dance for the masses

LONDON - Cadbury Dairy Milk is extending its "eyebrows" campaign with a communal event on the MSN homepage called JiveBrow09.

Eyebrows...Cadbury creates digital extensions
Eyebrows...Cadbury creates digital extensions

JiveBrow will use webcam technology to allow users to record their own "eyebrow dance" and have it streamed directly onto the MSN Homepage.

The JiveBrow dance, which will take place this Friday (27 February), is part of a raft of new digital content developed and created for Cadbury Dairy Milk by digital agency Hyper and planned and bought by the media agency PHD.

Digital activity, which also includes an "eyebrowser" application allowing users to place dancing eyebrows on any page on the web, will be co-hosted on MSN and on Dairy Milk's own site, www.aglassandahalffullproductions.com.

Cadbury is hoping to build on the initial viral success of the Fallon-created ad "eyebrows", which received more than 4 million online views in the first two weeks of the campaign.

Sandie Dilger, the brand manager of Cadbury Dairy Milk, said: "We really wanted our online activity to allow people to get involved with the ‘eyebrows' campaign themselves."

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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).