Cadbury

Cadbury wanted an engaging integrated campaign for its Maynards candies, which would launch the brand into social media. To target tech-savvy young adults, Grip saw an opportunity to be among the first in market with a strong QR-led campaign.

The idea was to make Maynards the most wanted candies in Canada – literally. Six archetypal “Wanted” posters were created – one for each of the sub-brand candies. They were loaded with QR and SMS tech and gave incentive (a $25,000 reward) to “capture” them all. Consumers used their smartphones to scan the OOH and capture the candy criminals. On Facebook, they could check their progress or enter the contest via product UPC. Media included a mobile website, a Facebook application, online media, email, TSAs, platform dominations and newspapers ads.

The Facebook community grew from 34 people to over 12,000 in six weeks. The brand’s new fans shared stories of their captures, helped each other locate posters, and generally expressed enthusiasm for Maynards.

There were hundreds of mentions on Twitter. The pop singer Lights, for example, posted several favourable tweets about Maynards’ Most Wanted to her 200,000+ followers. And CBC News covered the campaign as part of a QR technology primer.