To celebrate the final of the 2016 Eurovision song contest tonight (14 May), Cadbury has unveiled the latest stage of it's 'Tastes Like This Feels' campaign on Twitter.
The push will be run out of the UK, with the aim of tapping into Eurovision's global audience, which is thought to hit 200 million viewers this year. Around 10 million UK and Irish viewers are braced to tune in to the show this year, with the potential Twitter audience for the activity more than double that.
Comprising a series of videos, the brand will use visual metaphors to evoke the buzz surrounding the annual competition, such as the one below which shows an excitable puppy awaiting its tea.
— Cadbury UK (@CadburyUK) May 13, 2016
The films are inkeeping with the brand's new strapline, which looks to convey the "wonderful feeling" experienced when eating products from the Dairy Milk range. They will be pushed out using Twitter's Amplify ad format, which allows brands to associate their pre-roll to live, real time clips from premium content partners.
Cadbury will promote the #Eurovision Trend and drive conversation right up to the show's conclusion this evening.
"We don't see Twitter as a 140 character platform at all anymore, it's a rich blank canvas where big moments and live video comes to life," said Declan Duggan, brand manager at Cadbury.
"By partnering on an established event like this we can capitalise on the natural interest rather than having to generate our own moment from scratch, whilst still having the creative freedom to bring that to life. We believe in being part of key moments in our consumers’ lives but we want to do that at meaningful scale, not just by sharing one off Tweets which can easily get forgotten in the noise," he added.
The creative for the Eurovision campaign is being delivered by Cadbury's digital agency Elvis Communications. Wider PR support is from Golin Harris, whilst UK and Ireland media buying is by Carat.
Carat's very own Jerry Daykin is The Drum's semi-official Eurovision correspondent.