Chocolate lovers take a digital journey to discover which of Cadbury’s many flavors best match their identity.
Social media has revolutionized the way businesses approach their customers. The amount of consumer information that marketers have access to is incredible- favorite brands, sports teams, music artists, TV shows, etc. This information is essential for developing a focused digital strategy, but Cadbury has repackaged it for a much more experiential purpose.
To celebrate its wide flavor range and unique selection of sweets, Australia’s leading chocolate brand has created the Joy Generator- a vending machine that dispenses chocolate flavors based on a person’s Facebook likes and interests.
Users simply walk up to the machine, sign into Facebook, and are served a free chocolate bar with a flavor unique to their personality. Customers then take a picture with their flavor in the brand’s social media enabled picture booth.
Users get matched up with one of twelve flavors. Those who register as energetic should expect to receive a “Crunchie” bar. For the exotic posters and frequent travelers, the “Turkish Delight” may be a better fit.
This experiential stunt created with Red Agency is part of Cadbury’s integrated brand strategy. The campaign includes a series of new packaging, outdoor activities, digital executions, engaging social content, and additional experiential activations- all of which communicate Cadbury’s dedication to flavor innovation.
The online profiles created by social media users demonstrate the diverse range of interests, beliefs, and perceptions that society has. Cadbury’s Joy Generator acknowledges those characteristics on an individual scale, and thus establishes strong emotional bonds with potential consumers.
The Flavour Matcher app will soon be available on the Cadbury Milk Facebook page.