This year for Halloween, a promotion called the #CadburyCraveyard will give fans a chance to "resurrect" an old Cadbury chocolate flavor.
The social media stunt asks users to choose between the Fuse or Marble flavor and record their vote using the campaign hashtag on Twitter. The chocolate bar that ends up being the most popular among users will be revived, with 100 winners chosen at random to receive a sample of the chocolate bar.
While undoubtedly simple, the genius behind this idea is that all too often, consumers are left pining after products that have been discontinued. Whether it's a particular article of clothing, a limited-edition release or a cult food item, this is a great way for brands to drive engagement through a product that was already once tried and tested.