“This is the convergence of social, mobile and e-commerce” – Cadbury trials #Amazonbasket

Earlier this month, Amazon launched the ability to add products to your cart through Twitter, with companies including Cadbury involved in the trial.When an Amazon link to a product is tweeted, those who have synced their account are able to add the product to their basket simply by replying with a tweet with the hashtag #Amazonbasket, or #Amazoncart in the US.Sonia Carter, digital and social manager for Europe at Mondelez International, described the new product as “the convergence of social, mobile and e-commerce.”

Cadbury Dairy Milk Oreo now on Amazon om nom nom http://t.co/PGwYydFy9A Reply with #AmazonBasket to add to Basket now pic.twitter.com/MMFi4eeaK7

— Cadbury UK (@CadburyUK) May 5, 2014

Speaking to The Drum, she said: “Mondelez is committed to media and marketing innovation. “So we were very excited for Cadbury to be one of the first brands to trial #AmazonBasket and take the opportunity to bring the point of purchase right into the social feed for the first time. “With this we can tell engaging brand stories to tens of millions of people and begin to convert that into actual purchases with a simple retweet. ‎“For consumers, it's great to not even have to leave their Twitter feed when they see a product they want to add to their Amazon baske‎t.”Agencies such as Manning Gottlieb OMD and 7thingsmedia have also given The Drum their views on the product launch.