Goo the egg

DESCRIPTION

Cadbury’s egg-shaped chocolate treat, the Creme Egg, was looking to boost sales in the January, a month associated with post-Christmas self-denial. It also wanted to raise awareness in a playful way about the limited availability of Crème eggs in the run up to Easter.

As part of a wider campaign encouraging consumers to “Goo the egg” (translation: unleash the soft centre filling encased within the chocolate egg), Cadbury took advantage of digital screens. Creme Egg designed an interactive game that ran on bus shelter screens in 20 different sites. The game dramatised the eggs’ desire to release their goo. People waiting for buses could use their hands to touch the screen repeatedly to hit moving images of eggs. If they hit an egg, it appears to explode on the screen, giving the player a point. The eggs progressively get quicker, making it harder to hit them. Players have 20 seconds to hit as many eggs as possible.

The activity was supported by a TV campaign and drives players to website www.cremeegg.co.uk, where there are other games and interactive features.

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