Profile: Jeremy Gilley

The man marketing world peace

Cadbury preps Oyster-like card for Olympic push

Cadbury is to let visitors to its Olympic hub at Hyde Park instantly share their experiences on Facebook with the launch of an Oyster-like card that uploads content to the social network when scanned.

CadburyHouse

The confectionery brand, which is the official treat provider of the London 2012 Games, will give the cards to visitors who register at its Cadbury House when it opens next week (27 July).

The service uses the same technology found in Oyster cards and links to either Facebook or an email account. When scanned at touchpoints inside the House, the card will send a photo, message or status update to Facebook.

The technology, which Cadbury claims will “revolutionise the way that consumers experience events” , will also tag friends before the picture goes out.

Kirsty Band, brand manager at Cadbury, says: “By making this as convenient and easy as possible for our visitors through instantly shareable RFID technology, we hope to spread the joy of Cadbury House far and wide.”

Cadbury is opening the hub as part of BT’s London Live activity. A celebrity “curator” for the House will be revealed next week who will meet visitors.

The hub is an extension of Joyville, Cadbury’s long-term communications platform which was unveiled earlier this year in a bid to reconnect its brand marketing to its products.

Readers' comments (3)

  • This is the same system Facebook used at FMC London and it is awesome - instant sharing on FB with no friction. This is the way social media will be in the future at any live event or location. Cadbury, dwinQ and agency Pretty Green are ahead of the pack
    ,

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  • I think its a very good strategy and a good experiential marketing tactic adopted by the confectionery brand. A mega event such as the Olympics will definitely be a great idea for cadbury to associate with its customers.

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  • Facebook sharing at events isn't exactly new but an interesting way of connecting with their audience nonetheless. It will be interesting to see if the technology holds up and doesn't experience teething problems.

    You might want to correct your spelling of Oyster in your first para however Marketing Week.

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