Event TV: Cadbury activates 'Joynormous' Machine with Freddie Flintoff

Event spoke to Cadbury Chocolate Singles' brand manager about creating a crowd-drawing activation in London's Covent Garden to launch its latest on-pack promotion.

Andrea Bombrini explained to Event that the experiential campaign, which took place from 10am until 6pm yesterday (29 September), was designed to recreate Cadbury's latest Joynormous on-pack promotion in real life and real time.

Passers-by were encouraged to visit the brand experience by 'joy agents' dressed in purple. Visitors were given a scratch card to reveal, where those who were unlucky left with a bar of Cadbury chocolate, while those successful participants were invited to visit Freddie Flintoff in the Joynormous machine.

The former cricketer was dressed as a genie and asked the winners questions about their personality to determine the best prizes to give. One consumer received a gift worth £10,000.

Bombrini added: "The challenge with this activation was not to define a prize, but to tailor-make each prize to what [the winners] love. We couldn't plan everything in advance – we were doing everything in the moment."

Agencies Golin and Initials collaborated to deliver the experience.

Cadbury's on-pack promotion is offering 20,000 personalised surprises to fans of its Wispa, Starbar, Crunchie, Dairy Milk, Boost and Twirl varieties.

More: Cadbury fuels Londoners' day with free chocolate

Event TV: How Cadbury created a 70kg chocolate aeroplane

In pictures: Cadbury creates giant biscuit tin for experiential tour

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