Cadbury, the Official Treat Provider of the London 2012 Olympic Games and Paralympic Games, has invested £6.5m into a new campaign – the Spots v Stripes Race Season – which began this month.
Spots v Stripes Race Season will see nine challenges laid down to inspire the nation to play more games.
Agencies working across the integrated campaign are PrettyGreen, Fallon and PHD.
These challenges aim to see if people can be genuinely speedy at tasks they do every day, giving every person in the UK and Ireland a fighting chance of breaking a World Record.
The nine challenges are split into four online races and five offline races:
Online
1. The Big Race bar code race
Type your Big Race Bar on-pack code as fast as you can.
2. The Scroll-athon
Using your mouse or touchpad, scroll through a 100m track as quickly as possible without going out of bounds.
3. The Click-athon
Using your mouse close 50 windows on your screen as quickly as possible by clicking on them.
4. The Type-athon
Type out a string of words to tell a story (think Miss Moneypenny in a massive hurry).
Offline
1. Fastest coin-stacker
2. Fastest doodler
3. Fastest bed maker
4. Fastest tea maker
5. Fastest to unravel a toilet roll
Following the 60 second ad, which breaks on Tuesday 1st March, a series of 10 second spots will feature the best user-generated content that is uploaded to the campaign website.
As part of the Race Season activity, Cadbury is also launching a new chocolate waifer bar, the Big Race bar, which will be on shelf nationwide from 28 February.
The £6.5m campaign marketing spend, part of an overall £50m invested by Cadbury in the Spots v Stripes initiative, will be split across TV advertising, digital, events, community programmes, PR and outdoor advertising.
www.spotsvstripes.com