media trough M&M Global.“
Taste how Eurovision feels with Carat’s new Twitter campaign for Cadbury13.05.2016
Mondelēz International brand Cadbury’s ad will appear pre-roll on videos shared by the official Eurovision Twitter account in the run up to and live during the annual singing competition.
The ‘Taste Like This Feels’ campaign, led by media agency Carat with creative by Elvis Communications, will reach a global Eurovision audience, utilising live online video to capitalise on Eurovision’s popularity as Europe’s most tweeted about entertainment event.
“We don’t see Twitter as a 140 character platform at all anymore, it’s a rich blank canvas where big moments and live video comes to life,” said Cadbury brand manager Declan Duggan. “By partnering on an established event like this we can capitalise on the natural interest rather than having to generate our own moment from scratch, whilst still having the creative freedom to bring that to life.
“We believe in being part of key moments in our consumers’ lives but we want to do that at meaningful scale, not just by sharing one off Tweets which can easily get forgotten in the noise.”
Eurovision has a global audience of 200 million, with 10 million in the UK and Ireland, reaching more viewers than the US Super Bowl. However, the campaign claims to have the potential to reach more than double the viewership, utilising Twitter Amplify.
Cadbury’s six-second ads will be put before historic and live clips from the show. The campaign will use Twitter’s logged in and logged out Promoted Tweet placement, extending beyond the social media through the Twitter Audience Platform to reach new audiences in partner apps.
“It’s clear to us that Twitter is now truly maturing as a marketing platform, and offering the significant scale that large brands like Cadbury need to drive results,” commented Carat global digital partner Jerry Daykin.
“Whilst Wall Street and the marketing news cycle has been giving them a tough time, there’s actually never been a better time to use them as part of campaigns, which is why we are in fact doubling down with them.
“Their platform is a rich creative canvas and a natural companion to live TV viewing. For a show that isn’t even broadcast on commercial television in the UK it offers a huge opportunity for brands to be present in a moment we know consumers will be talking about.”
Twitter UK managing director Dara Nasr added that Twitter is “truly the home of live events” and the “perfect” way to connect with fans all over the world on an occasion like Eurovision.
“Our Amplify product is a brilliant way of sponsoring premium content here and Cadbury have been a fantastic partner,” he said. “They are forever willing to try things, test products and it’s always a pleasure to work with them, Carat and the Elvis team.”