Cadbury UK is a headline sponsor of the 2012 Olympic games scheduled to begin in London in about 200 days time. In spite of the controversy surrounding ticketing bungles, the games logo and the official (naff) mascots Mandeville and Wenlock, I've am pretty impressed with the work that Cadbury is doing to amplify its partnership.
While there are quite a few moving parts to the amplifcation - which will more than likely be the subject of quite a few posts between now and the opening ceremony - I am particularly taken with the "Keep Team Great Britain Pumped" initiative. For a more detailed look at the microsite click here
Meanwhile, here's what the landing page looks like:
As you can see from the pic, it's a fairly simple idea:
Six Anthems. One Nation's Voice. Add yours and help team GB to Glory
So far, Cadbury has unveiled 5 out of six "power" anthems with each song accompanied by a stirring ad depicting a headline athlete preparing for the games. Below, for example, we see Olympic field hockey player Sarah Thomas preparing in the scenic surrounds of her native Welsh mountains.
Another track shows long jumper Chris Tomlinson preparing in the city, joined enthusiastically by its inhabitants
Here's one featuring swimmer Rebecca Adlington
About the only criticism I have is that the videos have not had as many views as the brand office would surely have expected. Has the activity begun too early?
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