Cadbury was looking to extend the reach of its popular Gorilla campaign, which had breathed new life into the Dairy Milk brand. Driving further interaction with the campaign post launch was seen as the key to capitalising on the popularity of the commercial with consumers.
Vodafone mobile marketing was identified as the perfect channel to deliver extra content and take brand awareness to a new level amongst the target audience.
An interactive drumming game was developed – Be The Gorilla. Along with Gorilla wallpaper, it could be downloaded so the campaign would live on the customer‚s phone and be shared within his or her social group.
To reach the desired audience, a banner was placed on the homepage, entertainment of Vodafone live! Users who clicked through were taken to a Cadbury mobi site that offered the drumming game plus wallpaper and TXT alert options. Vodafone sponsored service SMS messages were also integrated into the campaign, achieving a further 25% increase in customer engagement.
Working with The Hyperfactory, an interactive drumming game was developed – Be The Gorilla. Along with Gorilla wallpaper, it could be downloaded so the campaign would live on the customer‚s phone and be shared within his or her social group.
'Be The Gorilla' demonstrates the power of mobile marketing to change consumers from passive viewers to engaged players. By working at the interface of mobile technology and imagination, Cadbury and Vodafone took a popular advertising campaign into an entirely new space.
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