The Cadbury Dairy Milk “Move a Square” campaign invites shoppers to play an interactive game via their iPhone or Android device to win a pair of tickets to the London 2012 Olympic Games. Participants in Dundrum Town Centre can download the free Screach app and use their smart device as their game controller to play the game, beat the clock and enter the draw to win a pair of tickets. The interactive game will run on three digital pod locations in the Centre.
The “Move a Square” game was developed for Kraft Foods by Publicis QMP and Screenreach while the media was co-ordinated by PHD and PML.
The campaign will be supported by 10 second digital out of home advertisements on CBS Outdoor’s premium digital out of home network in Dundrum Town Centre and The Square in Tallaght. Together the two centres attract more than 575,000 visitors each week. This first ever out of home interactive game in this market will bring the Cadbury Dairy Milk “Move a Square” game from online to offline.
According to Eoghan Crawford, senior brand manager for Cadbury Dairy Milk, Kraft Foods Ireland “the use of new platforms and engaging creative execution will further enhance the successful Cadbury Dairy Milk ‘Taste’ campaign, supporting Cadbury’s role as the official treat provider to the London 2012 Olympic games. Cadbury Dairy Milk lovers can play the “Move A Square” game online through MSN and Facebook, on their smartphone through our “Share A Square” App and now offline on the interactive dPods.”
Sandra Doyle, sales manager of CBS Outdoor adds, “this is a great opportunity for us to showcase the power of digital out of home and demonstrate how interactive out of home drives superior levels of engagement.”
According to Sandra Alvarez communications planning director of PHD “the scope to grow engagement through digital out-of-home media is tremendously exciting. Cadbury Dairy Milk’s “Move a Square” will give Irish shoppers a superb opportunity to interact with the brand.”