Cadbury Caramel Nibbles
To raise awareness around the relaunch of the Caramel Bunny, Cadbury teamed up with top fashion designer Giles Deacon to produce a limited edition Dress and Scarf. Whilst the dress was a one off and can only be seen being worn by the Caramel Bunny within the campaign, the scarf was produced and given away free to a lucky fourteen hundred customers. A pop-up shop was created just of Carnaby Street in London, however this shop was purely for window shopping. People wishing to get their hands on this limited edition scarf had to go online over a two day period with the hope of stumbling across the worlds first real time digital pop-up boutique that was placed as an embeddable widget on popular fashion blogs such as ASOS.com, MSN.co.uk and Handbag.com. After finding the shop customers joined a virtual queue where they were served by a real shop assistant based in the Carnaby street boutique.
The campaign did extremely well with the facebook page being viewed over half a million times within two days and a comment being added every 2.5 seconds. The queue for the boutique was never shorter than 1400 people with some customers waiting up to a massive 48hrs to get their hands on a scarf.