Cadbury Taps Shazam for London 2012 Ticket Contest


The Olympics are coming to the United Kingdom and chocolate maker Cadbury, which is based in Birmingham, England, would like to give back a little something special to a few of the Queen’s loyal subjects in celebration.

Cadbury, an official sponsor of the London 2012 Games, has a few extra tickets to the Opening Ceremonies but they aren’t just going to wrap them up inside their candy bars like something out of Willie Wonka. Instead, the candy brand has teamed up with the Shazam music app and ITV to take consumers on a multimedia adventure.

Cadbury will first air an advertisement on the finale of ITV’s Britain’s Got Talent on May 12 that asks viewers to use Shazam apps to identify a song, according to Marketing Week. The call to action invites viewers to “unwrap a virtual Cadbury chocolate bar to find out whether they have won tickets” or not. (Britain’s Got Talent, on a sidenote, has had to suspend mobile voting due to technical issues.)

Marketing Week notes that ITV and Shazam recently partnered so that consumers can “interact with ads shown on the ITV Family of channels” and “use the audio-recognizing application to enter competitions, get additional information about a brand or download free music.” Cadbury is the first brand to take advantage of the possibilities of this new partnership.[more]

“The campaign is about making people feel a part of the Games,” said Clare Tasker, head of consumer marketing for London 2012, to Marketing Week.  “We’ve used our Olympic activity to experiment with different things such as Shazam, Blippar and Google+ and experiential activations to help inform future strategies.”

It’s all part of Cadbury’s bigger London 2012 campaign, which is marshalling support for Team GB. Find out more on the Cadbury UK Facebook page and in the videos below, including a look at a local promotion in London.

Below, check out the Shop of Cards promotion in London that took place in March, described as “A unique sweetshop, constructed entirely of Cadbury Dairy Milk postcards appeared in Covent Garden to encourage members of the public to pledge their support to our Olympic hopefuls. The walls of the shop are lined with messages of support from proud fans and well-wishers ahead of the London 2012 Olympic and Paralympic Games.”