The confectionery giant, which has already run several high-profile SMS campaigns, recently appointed 12Snap to run its text messaging promotions, replacing Flytxt.
Cadbury's latest activity, "txt 4 gold", was created by Triangle Communications and implemented by 12Snap. It invites consumers that have bought one of ten Cadbury brands to text a code found in special packs. They then receive a win or lose message.
The text campaign is backed by on-pack and in-store promotional activity through Triangle featuring athletes such as Denise Lewis. It is also supported through the Cadbury website at www.cadbury.co.uk/ txt4gold.
Consumers who text Cadbury can win prizes including £5,000 cash, holidays, games consoles and shopping vouchers. The text promotion will run for a year, replacing last year's "txt n win activity. Brands involved in the campaign include Dairy Milk, Caramel and Boost.
Anne De Kerckhove, the managing director of 12Snap, said: "The target is 16- to 24-year-olds. Text campaigns have been very successful for Cadbury for more than a year. It is the primary form of communication for people in that age range and it is best to speak to them through their preferred medium."
The text campaign was created by Danny Claridge at Triangle Communications.