The Cadbury SpotsVsStripes campaign that has just launched has to be one of the most ambitious attempts anywhere to leverage social media for brand objectives. And today the company unveiled the brand new CHALLENGE BAR – a chocolate bar that they claim will get the whole country competing. I think this might just be a first where a company has created a revenue generating product solely on the back of a social media led campaign; something that will certainly be watched keenly by marketers everywhere. But as Joseph Jaffe pointed out recently, when commenting on the US based Old Spice one day YouTube campaign, the acid test will be to see if the campaign moves into movement mode. Compared to Old Spice, Cadbury certainly are taking the long road perspective, with a planned series of activity right up to London 2012 Olympics.
Oh, and I'm a Spot if you're curious.
