This fun fan appreciation campaign from Cadbury was developed to celebrate reaching one million fans on its UK Facebook page. A chocolate construction resembling a giant Facebook-style “like” thumbs up was commissioned and broadcast live for two days, inviting fans to add their own piece to the growing mass.
The sculpture was built up piece by piece from the chocolate of thousands of Cadbury Dairy Milk bars and fans could cheer on the workers as it grew. The “Thanks A Million” campaign, developed by agency Hypernaked, was designed to say a big “thank you” to their one million fans for their support. The giant chocolate thumbs up took 48 hours and 3 tonnes of chocolate to create. Cadbury then donated the chocolate to a company that specializes in research into renewable fuels.
You can check out the building process in the video below: