The nationwide touring event forms part of an integrated campaign to introduce Cadbury’s new Dairy Milk products to consumers through the mythical Joyville lens.
The project will be activated over three separate weekends in May at Blenheim Palace (4-6 May), Manchester Exchange Square (18-19 May) and the Birmingham Bullring Shopping Centre (25-27 May).
It will see Pretty Green bring a touch of drama and magic to the locations with a series of fairground-style attractions, each one inspired by the ingredient combinations of Cadbury’s latest bars.
It includes five engaging family-friendly technological games, each one themed around the ingredients in the bars: Jelly Orchestra, POPcatcher, Cookie Crusher, Hazelnut Fountain and Break The Mould.
The activities will incorporate elements of music, play and skill, and the experience will be supported with social media enabled RFID technology.
Sian Baker, director of experiences at Pretty Green, said: "After the huge success of Cadbury House at Hyde Park during The Olympics, we knew we had to create something that was just as exciting, engaging and innovative to really introduce Cadbury Dairy Milk Marvellous Creations to consumers. The touring element of the Fun Fair was developed to provide layers, generate buzz and bring the brand to life."
Benazir Batada, senior brand manager for Cadbury Dairy Milk, added: "Every time you bite into a Marvellous Creations bar, you can’t help but smile. We wanted to capture that feeling and create a consumer experience to reflect it. Marrying sophisticated, sharable technology with a seamless family activity really helps make this a reality."
Before reaching each location, the fair will travel the UK in specially designed Marvellous Creations vehicles. They will make pit stops along the way, where locals will be treated to samples and invited to participate in the game playing.
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To read an exclusive interview with Cadbury marketing manager Lily Donagh, don't miss the May issue of Event magazine. You can get it by