Cadbury is taking its role of 'official treat sponsor for London's Olympic and Paralympic Games' in 2012 seriously, with the launch of its Spots v Stripes campaign to build anticipation in the run up to the games.
Based on the insight, like Gatorade's Replay, that people maintain a competitive spark no matter what level they are playing at, the campaign aims to change the fact that 30% of people in the UK claim they have no time for games.
The campaign will reignite the spirit of play through a series of playground favourites such as thumb wars, sleeping bag racing and even kiss chase, creating the biggest series of games ever. Encouraging participation is key to the campaign, so any game counts!
So - pick your team on facebook - sign up to either stripes or spots and get ready to compete at the games that are being hosted for the rival teams at festivals, universities, village fetes and sports centres around the UK.
Although the campaign is scheduled to run for the next couple of years building up to the games, Cadbury hopes that its legacy will stretch much further. Demonstrating its commitment is the fact that this is the brand's largest and most integrated marketing campaign ever - running through a TV commercial, shown above, social networks, digital, PR, events. And, a team of over 2000 Game Ambassadors will travel the country building anticipation and participation to a fever pitch.
The campaign is being managed by key agency partners including Fallon, London, PrettyGreen, Brave, Drum PHD and the charity Groundwork, who will be running a grassroots play initiative.
Although the campaign website only officially launches this week, over 5000 people have already signed up via Facebook and through the Game Ambassadors, who have been on the road since June. Opportunities about for participation, and also for the rival teams to take the campaign on and make it their own, competing in any way they see fit.
www.spotsvstripes.com
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