The chocolate brand, which is the official treat provider of the London 2012 Olympic and Paralympic Games, has created a 'Joyville' tasting room, where visitors can sample chocolate and a 'Chocolatorium', which leads visitors to five experiences for its Twirl, Crème Egg, Wispa, Freddo and Dairy Milk brands.
It has also created a 'Great Game Zone' where visitors can take part in a virtual race against Olympic athlete Rebecca Adlington to win a chocolate medal.
Former Olympian Steve Backley is launching the House today (20 June). Cadbury also plans to enlist a celebrity "curator" for the House, who will meet visitors.
Clare Tasker, head of consumer marketing for London 2012 at Cadbury, said: "Cadbury House is a big part of the culmination of two years of Cadbury's sponsorship of London 2012."
BT's 'London Live' activity, which involves a series of live concerts and events across the city, kicks off on 26 July with a free gig from Tom Jones.
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This article was first published on marketingmagazine.co.uk