Cadbury eggs on fans to celebrate Easter with Snapchat Sponsored Lens
Cadbury is the latest brand to get in on the Snapchat act with a Sponsored Lens inviting Creme Egg fans to give their selfies an Easter twist.
The company is the first confectionary brand to use Snapchat's Sponsored Lenses function, which allows users to decorate their snaps with a specially-designed overlay.
Available for 24 hours on Sunday 12 March, the initiative will let chocolate lovers give their selfies a Creme Egg twist with an animated overlay that will give the illusion of the sweet spilling out of their mouths before finishing with an explosion of the famous Creme Egg 'goo', or yolk.
Snapchat shuttered its Lens store at the start of 2016 to focus on its sponsored filters ad format, with several UK and US brands jumping on the bandwagon including The Peanuts Movie, KFC, Pandora and Pepsi.
Cadbury's campaign was conceived by integrated agency Elvis and is the latest iteration of the multi-award winning ‘Have a Fling with a Creme Egg’ push, which was established three years ago.
Part of this year's initiative included a pop-up Creme Egg Café, which served a manner of delights for sweet-toothed Londoners to raise funds for the Prince's Trust.
"Snapchat is a unique platform that reaches a very specific audience in a native environment. Its tone of voice and brand personality is spot on for Cadbury Creme Egg and is key for our target audience," said Laura Mimoun, brand manager for Cadbury Creme Egg.
"We’re excited to be the first confectionary brand in the UK to use the Snapchat lenses platform and we hope consumers will enjoy interacting with the Lens," she added.
Snapchat, which boasts 100 million users, is still firming up what it can offer to advertisers. A recent investigation by The Drum found that marketers were still considering the platform for campaigns on a "brand by brand" basis.