vStream, and partners MCSquared are proud to announce the launch of a chocolate giving smartphone app.
As part of its largest ever Irish marketing campaign, Cadbury Dairy Milk is launching the Cadbury Dairy Milk Share a Square Smartphone App in Ireland. The App will transform the user’s Smartphone into a virtual bar of Cadbury Dairy Milk offering a range of interactive features from peeling back the wrapper on screen to breaking a virtual square of Cadbury Dairy Milk. A key element of the App will see it integrated with Facebook to allow users to share virtual squares with their Facebook friends. When users collect 8 squares they will then be rewarded with a real bar of Cadbury Dairy Milk during the current campaign which will run until the end of November with additional App updates released for future campaigns.
A QR code designed using squares of Cadbury Dairy Milk will appear on POS in-store in addition to print advertising directing consumers to the App store and Android marketplace to download the App free of charge. The ‘Unwrap & Snap’ function of the App will enable the user to unwrap a bar of Cadbury Dairy Milk on screen by sliding their finger down the bar. The bar can then be snapped and a virtual square broken off to send to a friend as part of the ‘Share a Square’ feature. Once a user has received 8 virtual squares of Cadbury Dairy Milk from their friends, they will be prompted to claim their free 8 square bar of Cadbury Dairy Milk in their local Centra store in ROI.
Commenting on the new Cadbury Dairy Milk Share a Square App, Aideen Murphy, Brand Manager for Cadbury Dairy Milk said: “The Cadbury Dairy Milk Share a Square App is an exciting new development for the brand, providing a wonderful opportunity for consumers to engage with our iconic 8 square bar of Cadbury Dairy Milk, albeit virtually! The size, shape and weight of a standard Smartphone is similar to a bar of Cadbury Dairy Milk providing us with an opportunity to tempt consumers with the ‘Unwrap & Snap’ and ‘Share a Square’ features. The App plays a key role in the wider Cadbury Dairy Milk integrated marketing campaign which was designed to create a temptation trail reminding consumers about the irresistible taste of Cadbury Dairy Milk.”
The Cadbury Dairy Milk Share a Square App is available to download from the App Store and the Android Market.
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