Cad-apult
- Brand
- Cadbury
- Year
- 2011
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Feels Like
Objective
Kraft Canada needed to make noise in the pre-Easter window when Cadbury Creme Egg makes its limited-time return, and to translate the brand's gooey-filling idea into something people online would spread themselves. Targeting 18-34-year-olds, bloggers and social trendsetters, the goal was a piece worth passing on, not just watching.
Solution
The player lands on a cartoon catapult loaded with an oversized Creme Egg and a text field asking for a real address anywhere on Earth — a friend's house, their own office, a stadium, a landmark. Typing it in and firing the catapult sends the egg arcing across the sky, unwrapping mid-flight, before it crashes down and bursts into goo right over that address on a Google Maps view. Because the target is a real, recognizable place, the payoff is worth sharing: email, Facebook and Twitter links sit at the end of every shot, and the player can immediately load up and hit another address.
Results
returnofthegoo.ca drew 140,000 visits by mid-March 2011, weeks after its late-February launch. The Cad-apult itself was shared 3,000 times on Facebook, posted on more than 100 blogs and tweeted roughly 300 times.
- 1
The player opens returnofthegoo.ca, selects an English or French version, and finds the Cad-apult already loaded with a giant Cadbury Creme Egg, inviting them to goo any location on Earth.
- 2
The player types in any real street address in the world — framed as gooing 'friend or foe' — commonly their own home, their office, or a landmark.
- 3
The player pulls back the Cad-apult and fires, launching the egg on a tracking shot across the sky as it unwraps itself mid-flight.
- 4
The egg comes down on a Google Maps view of the entered address and explodes into a splatter of goo covering that real-world location.
- 5
After the splat, the player is prompted to share the result by email, Facebook, or Twitter.
- 6
The player can enter a new address and fire again, repeating the loop across as many locations as they like.
