Cadbury's Interactive Marketing Campaign Lets the Goo

By: Nicole Chia - Published: Feb 24, 2009   Updated: Aug 3 2011 • References: cadburycremeegg & mediaincanada
Today, Cadbury launches their new unique interactive billboard in downtown Toronto's Yonge-Dundas Square that has been constructed to respond to the city's weather conditions.

The billboard, designed by Saatchi & Saatchi, has a long teeter-totter construction with a giant Cadbury Creme Egg on one end, and as rain, snow, or hail falls, the egg will rise on the lever to meet a fan that will break the egg open “releasing the goo.”

Implications - While I wouldn't want to be at the forefront of this clever interactive marketing campaign, it would certainly be entertaining to watch it happen to someone else! Striking interactive campaigns like this are the future of advertising, with the impact of print ads slowly dwindling and the rise of the viral video. Stats for Weather-Sensitive Chocolate Billboards Trending: Older & Average
Research: 8,524 clicks in 378 w
Interest: 3.2 minutes
Concept: Weather-Sensitive Chocolate Billboards
Related: 39 examples / 30 photos
Segment: Neutral, 12-35
Comparison Set: 14 similar articles, including: rain-reactive billboards, cadbury guerilla marketing, and chocolate billboards.