Your Favourite Chocolate Bar in Phone Form

Cadbury Dairy Milk has announced the launch of a Cadbury Dairy Milk Smartphone App for the Irish Market. This app promises to transfer your smartphone into a Dairy Milk bar and will have dual-functionality with the two main features being the ‘Unwrap and Snap’ interactive feature and the ‘Share a Square’ feature. The purpose of the campaign is to entice people to become more actively involved with the classic Cadbury Dairy Milk eight-square bar and incorporate social media into Cadbury’s ever increasingly marketing presence.

The app will be free to download by accessing it via a Cadbury inspired QR code on promotional packages and various forms of print media. This QR code, which has been created using blocks of Dairy Milk, is incredibly tactful and clever. Not only does it tie the brand brilliantly into the usually ordinary QR code, but it also shows the actual chocolate block rather than the traditional fully wrapped product. This is very effective in heightening awareness of the Dairy Milk Product and not just the Cadbury Brand, not to mention that it looks pretty tasty too! Personally I wish this QR code was for some sort of Pac Man style game where one must eat all the chocolate blocks to succeed and you win the amounts of blocks eaten in real chocolate. Sign me up please!

Cadbury's chocolaty QR code

The Unwrap and Snap element of the app is not only fun to say but fun to play with too. It allows users to unwrap a Dairy Milk bar by sliding their finger across their phone’s ‘wrapper’. The bar can then be snapped into eight pieces (Remember this is only virtually snapping, don’t go breaking your phone into eight pieces.) which can then be sent to friends online using the Share a Square function. This function encourages users to share virtual squares on Facebook to their friends and once they have collected eight squares these can be traded in for a real bar of Dairy Milk in any participating Centra store.

Quite frankly I think this concept is genius! Not only because Diary Milk is arguably the nicest chocolate bar on the market (and I am prepared to argue this) and are finally getting some of the much deserved media attention the Cadbury brand attracts, but also it encompasses terrific elements of social media marketing into their IMC. The popularity of sending cows or trees and what-not through Farmville and similar Facebook virtual worlds is huge and so the opportunity to send something tangible is a recipe for success. Another promising element of this campaign is that in order to claim your free bar you must collect eight pieces. Eight is a small enough number that customers won’t lose interest in the campaign, but large enough that Cadbury are not at damaging risk for give-aways. It has the potential for generating great word-of-mouth interest from Facebook users interacting with one another through the brand as well as showcasing its technological advancement in QR design. What was noted by Aideen Murphy, brand manager for Cadbury Dairy Milk is that ‘The size, shape and weight of a standard Smartphone is similar to a bar of Cadbury Dairy Milk providing us with an opportunity to tempt consumers with the ‘Unwrap & Snap' and ‘Share a Square' features’. This is yet another interesting element to this already very remarkable campaign.

Posted by Paula