The company has traditionally been reluctant to commit to online activity, but has just agreed a 12-month deal with MassMedia Studios to manage and deploy digital activity including video, mobile, email and interactive TV.
Cadbury has already increased digital spend on its Creme Egg brand 10-fold as part of its biggest online campaign to date. The web and mobile drive comprises homepage takeovers, viral games and a branded channel on YouTube, which allows users to upload their own Crème Egg ads.
The confectionery giant intends to use the Creme Egg activity, created by CMW Interactive, as a test case for rolling out digital campaigns across other products.
While Cadbury has acknowledged that digital activity will not be appropriate for all of its brands, Daily Milk activity looks set to break in the second half of this year. AKQA has also been hired to develop web and mobile activity for Trident, which is due to launch in the next few months.
Cadbury is to end its 10-year tie with ITV's 'Coronation Street' as part of a move away from overarching brand campaigns.
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