With the aim of surprising and delighting the public in Covent Garden, Cadbury set up a 'Joynormous' chocolate giveaway with help from former English cricket captain Freddie Flintoff.
In the Covent Garden area, "Joy Agents" handed out scratch cards and the luckiest of all people got the chance to visit Freddie the Genie. As a bit of a prankster, Flintoff reveled in being part of a stunt that had him dress up in disguise as a fortune teller.
At the fortune-telling Joynormous Machine, Freddie the Genie had the chance to speak with people and assess their personality in order to deliver a personalized prize. With more than 20,000 personalized prizes available, there were some truly impressive rewards to be had, some with values up to £10,000.