Pass the parcel

Cadbury asked TBG Digital to design a Facebook application to help launch their UK Facebook channel, promoting “Cadbury’s Spots and Stripes” and “Cadbury’s Heroes” whilst generating fans through sharing and establishing high engagement levels.

We created Cadbury Pass the Parcel, a true ‘Social by Design’ game - users are required to share with friends in order to unwrap their parcel.

Prizes included 200 pairs of London 2012 Paralympic Tickets, a Cadbury World Family Ticket and tins of Cadbury’s Heroes.

Campaign Performance:

- The game was shared 680,000 times, resulting in an increase of fans from zero to 70,000 in 3 weeks.

- Over 8% of fans actively posted content or commented, demonstrating that the campaign recruited highly engaged brand advocates.

- Unique visitors to www.spotsvstripes.com increased by 1,640%.