CMW builds ‘Goo Dares Wins’ site

Cadbury’s major marketing campaign, aiming to get the nation to play a game of dare, under the Creme Egg strapline of “Goo Dares Wins”, is being backed by a major online theme devised by CMW.
The initiative kicks off with the launch of a website, designed and built by CMW, and supported by a TV campaign by Fallon.
Two ads are being shown over the course of the Goo Dares Wins campaign, set in the secret Dare Headquarters the viewer gets a peep view into the scheming world of the Creme Eggs seeing them at their most mischievous.
A second burst of the ad is to be revealed as the campaign evolves, using content taken from the website, providing Creme Egg fans the opportunity to be featured in the ad.
The site will act as a Dare Headquarters for all the Goo Dares Wins activity, allowing people to choose a team, sign up and start taking part in dares to claim points for their Spots or Stripes team.
Commenting on Goo Dares Wins, Kate Knight, Brand Manger of the Creme Egg 2011 programme said: “We are delighted that Creme Egg can bring its own unique twist to the Spots v Stripes game, providing even more fun for the nation to be involved in. We hope that Goo Dares Wins will add a mischievous dimension to the game playing, daring the most extreme people to get involved.”

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