Cadbury Dairy Milk to get nation singing to inspire Team GB Athletes
A campaign from Cadbury Dairy Milk will aim to get the nation singing in support of Team GB.
The seven-month ‘Keep Singing Keep Team GB Pumped’ campaign, as part of the brand’s London 2012 Olympic Games sponsorship, will aim to build support of Britain’s athletes.
Featuring 80’s hits such as The Final Countdown, and Simply the Best will be used to inspire the team while training.
Singers are being recruited through social media, by uploading video content online, and will be followed by a TV campaign, launching on 7 October, and running for a period of six weeks.
Radio partnerships, events and digital media, as well as on-pack and in-store, will support the campaign, while Cadbury Dairy Milk will also sponsor the third season of Glee.
Six tracks will be released over the life of the campaign, running until March 2012.
Matthew Williams, marketing activation director said: “We are very excited about Keep Singing Keep Team GB Pumped; it’s an innovative and engaging campaign which encourages people to actively get involved with the Olympic and Paralympic Games – something that we’ve been encouraging people to do since the middle of last year with Spots v Stripes. By giving people the opportunity to motivate the athletes via one of the most loved brands in Britain, Cadbury Dairy Milk, we are providing another unique experience.”