'Mastercard lost and Cadbury won The Brits': how Cadbury used Twitter to promote the brand
Cadbury pre-prepped for days ahead of The Brit Awards to come up with ideas for tweets based on what might happen, the brand has revealed.The Dairy Milk brand is the self-declared winner of the night, with Facebook posts and tweets racking up hundreds of likes and retweets.Kate Wall, brand manager at Cadbury Dairy Milk, said: "Last night was a joyful. The James Corden film gave us a great platform going into the Brits. With careful prep and great content, we saw joy erupt around our content. The 'Bruno Cadbury image and tweet was my highpoint as it was retweeted again and again. I think Cadbury won the Brits.”Mark Boyd, founder of Gravity Road and one of the minds behind the social activity - as well as the creator of the James Corden ad, told The Drum: “Cadbury asked us to run the night. We had a strategy which was three pronged: we wanted to respect music fans, we wanted to delight them with creative that has real chart to it, and thirdly, we wanted to be relevant. We wanted to be the most topical brand out there.“Those were our three pillars, so we did pre-prep about things that might happen on the night, and things that we knew would happen from the last two days, and came prepared with assets around that.”Based on who was nominated for the Brits, Gravity Road created the names of 36 acts out of chocolate.
— Cadbury UK (@CadburyUK) February 19, 2014
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