Client’s objectives: Last year Cadbury launched Britain’s biggest game, Spots v Stripes, in a bid to get as many people as possible playing games in the run-up to London 2012. For this latest phase of the campaign, the brand was keen to celebrate 'everyday heroes' with a series of world-record challenges.
The campaign: Race Season commenced on 1 March and will run until 15 May, giving consumers the chance to undertake everyday tasks such as making tea and typing at Guinness World Record level. The records can be attempted online at the Spots v Stripes site, recorded at home and then uploaded to the site, or at any of the Race Season events that are taking place around the country.
Pop star Alexandra Burke and former javelin Olympian Steve Backley launched the campaign on London’s Southbank by going head-to-head in an attempt to break the world coin-stacking record. Backley set a new Guinness World Record for coin stacking with a time of 24.43 seconds.
The campaign will visit Newcastle (26-27 March), Birmingham (9-10 April) and London (16-17 April), giving the public the chance to try their hand at record challenges adjudicated by Guinness World Record officials.
Cadbury’s is also staging smaller events at universities and colleges, village fetes, festivals, church halls and sports centres to promote the campaign.
Is the campaign part of a wider marketing strategy? A marketing spend of £6.5m has been invested into Race Season, part of an overall £50m spent by Cadbury on the Spots v Stripes initiative, which spans TV advertising, digital, events, community programmes, PR, and outdoor advertising.
The client says: "It’s great to be on the road again with Spots v Stripes following a successful series of events in 2010. We brought more than 200,000 people together to play games in 2010 and are hoping for even more people this year, all getting involved in some game-playing fun. Race Season is adding a competitive element to the fun by giving people the chance to break a world record," says Cadbury London 2012 campaign general manager Norman Brodie.
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