Building European Brands Through Social MediaKerry Capell
When British confectionary giant Cadbury (CBRY.L) wanted to promote its new Crème Egg Twisted bar recently, it turned to social media. Dubbed "Operation Goo," the initiative invites British consumers to become CIA agents. (That's Cadbury Intelligence Agents, of which there are now 9,082.) Their mission, if they choose to accept it, is to track down Twisted bars across Britain via clues sent on microblogging site Twitter. Cadbury then selected 10 so-called "super-agents," who use online clues to track down the "goo." Supplied with Flip cameras by Cadbury, the agents then film their exploits, upload them on YouTube, and win points for generating the most social media exposure via tweets and videos. The agent with the most points by mid-July gets $33,000.
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