Cadbury Gift to be Given Away in Virtual Store
Cadbury Gift to be Given Away in Virtual Store
Cadbury has teamed up with fashion designer Giles Deacon to create a limited edition scarf, worn by popular advertising icon the Cadbury’s Caramel Bunny.
To mark the launch, it has set up a pop-up shop just off Carnaby Street in London, the Caramel Nibbles Boutique. The shop, however, is there only for window shopping.
People wanting to get hold of a free scarf will have to go online this Thursday and Friday with the hope of stumbling on the online boutique, which will pop up on fashion blogs and sites such as ASOS.com, MSN.co.uk and Handbag.com.
Once the shop is found, shoppers must get in a virtual queue where they will be ‘served’ by a real shop assistant based in the Carnaby Street boutique.
Stephanie Mazel, brand manager for blocks and beverages at Cadbury Dairy Milk, said: “We knew the scarves would be much in demand so encouraging intense collaboration in social media using the world’s first digital pop-up shop seemed a perfect way to drive discussion and engagement around the new Caramel Nibbles product.”