Cadbury Minute Games
- Brand
- Cadbury
- Year
- 2011
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- Mini-games
- Platform
- Web
- Agency
- Drum
- With
- Chunk
Objective
Cadbury partnered with ITV2's 'Minute to Win It' gameshow as part of their Spots V Stripes campaign to activate their sponsorship of the show and build momentum ahead of the 2012 London Olympics. The campaign aimed to encourage UK audiences to participate in games and tie-in activities across digital channels, leveraging the show's appeal to drive brand engagement.
Solution
Cadbury created a suite of mini-games featuring simple physical challenges using everyday items—inspired by the 'Minute to Win It' format where players complete tasks within one minute. The games were designed to be funny and silly, reflecting the show's humor. Digital activity was deployed across ITV platforms with dual branding at events and on the show's dedicated website, supported by marketing across ITV's media channels.
Results
Not published.
