Cadbury has launched a mobile application for its Creme Egg brand, devised by CMW, which will allow consumers to play its game of dare, Goo Dares Wins, on the move.
Goo Dares Wins is a multi-million pound integrated campaign which launched at the start of the year. The Creme Egg brand is leading the way as the first Cadbury line to link into the Spots v Stripes initiative, aimed at getting the entire nation playing games. CMW’s app is the first around the Spots vs Stripes initiative.
The mobile game is now available on iPhone and Android, and will allow consumers to carry out all of the dares carried on the main Creme Egg website, also created by CMW.
The dares aim to get the nation acting mischievously, with the anarchic Creme Egg characters themselves feeding off watching the dares they commission among the nation as a whole.
The range of dares include using Creme Egg Goo as a face mask, crushing a Creme Egg between ones toes in a “messy march” and cracking Creme Eggs on a plate and spelling the word Goo with the spilled Goo. Players can upload photos and video footage of themselves carrying out dares via the mobile app. There is also a “Dare Wheel”, Creme Egg’s cheeky twist on the “Wheel of Fortune” for players willing to take a chance on the dare they will need to
enact.
CMW account director Matt Smith said: “The dares which sit at the heart of Goo Dares Wins lend themselves to playing among friends or alone whenever the urge strikes. Our app harnesses the spontaneous nature of Goo Dares Wins and creates a moment of sheer fun for people to share whenever and wherever they choose. The mischievous, rascally nature of the Creme Egg characters is truly contagious.”
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CMW builds ‘Goo Dares Wins’ site
