CADBURY POCKETGAME by PHD London for Cadbury

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CADBURY POCKETGAME

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United Kingdom
Agency PHD London
Released June 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: CADBURY
Product/Service: POCKETGAME
Date of First Appearance: Jun 1 2010
Entrant Company: PHD, London, UNITED KINGDOM
Entry URL: http://pocketgame.posterous.com/
Head of Innovation: John V Willshire (PHD)
Media Group Manager: Suneil Saraf (PHD)
Interactive Media Manager: Juliet du Viver (PHD)
Media placement: Website, Twitter & Facebook - Website Launches' - 11 June 2010
Media placement: Hide & Seek Weekender Sampling - Hide & Seek Weekender Event - 9 July 2010
Media placement: Matterbox Production - Direct Mail Piece - 15 Dec 2010

Insights, Strategy & the Idea
Cadbury launched Spots V Stripes in August 2010; a campaign to divide the nation into two teams to play games during the run-up to the London 2012 Olympics.

We wanted to invent games, but were self-aware enough to know we weren’t the specialists. There was a pre-existing, wonderful, dynamic, tribal, and highly opinionated community based around a new movement in games.

At best, they could have rejected the campaign for perceived naff mass-appeal nature. But at worst, they could have unleashed a full-scale onslaught against it, the repercussions of which could cripple the whole of the Spots V Stripes activity from the start.

We realised our best strategy was a change of mindset. Rather than a closed approach of control and command; we had to be open, collaborative and celebratory; why work against this community, or ignore them when we could all create something wonderful together?

Creative Execution
Our strategy was simple; engage people who were true experts at inventing. We would create something that would both celebrate their ingenuity and help people understand Spots V Stripes.

Our solution was a game creation competition, Pocketgame. Starting with just a blog, we defined the brief with the community. We agreed the games had to be:

i) pocket-sized
ii) for two or more players
iii) self-contained – NO tech
iv) made with sustainable or recycled materials

We made all competition elements as cheaply and quickly as we could. Marketing reinvented as prototyping; a simple competition site, a twitter profile, a Facebook page, a physical stall and ‘game invention station’ for a games conference.

We ran the competition for just six weeks, and received 88 different entries from around the UK. An esteemed judging panel whittled it down to the best ten, which became just two after a public vote.

Results and Effectiveness
Pocketgame is a natural embodiment of the Olympics’ spirit of play and competition.

12,000 people woke up one morning to a ‘present’ box containing two prototype games. They were asked to play the games, and tell us which was best on our voting site.

34% of people went online, voted, and told us more (where they played them, how they would improve them and so on).

On average, games were played with three other people, which is 36,000 more players (the lowest ‘cost per player’ score across SvS), and told five people about the games reaching 66,000 more people.