Play with your food
The latest Cadbury's campaign might have a cinematic tv ad (www.youtube.com/user/spotsvstripes) and a social media gaming element with competing facebook groups (www.facebook.com/cadburystripes & www.facebook.com/cadburyspots) but the best bit is the chocolate bar they've invented.
It has three segments: one with spots, one with stripes, and a middle section covered with stars for the winner of the challenge printed on the inside of the wrapper.
Product as media channel. That's proper integrated thinking.
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