I'm introducing a new series at JessicaKnows.com called Social Media Fantasy Campaign.  What does that mean exactly?

There are great ad campaign s (and not so great ad campaigns actually) out there and adding a digital marketing component through social media channels would really take these brands to a whole other level.

So today I'm going to start with a Cadbury Dairy Milk ad that debuted during the Super Bowl this year, it involves two kids getting their photo taken.



So, if I were to fantasize about a social media campaign to complement this ad (I tend to do this a lot anyway, so why not blog about it)...this is what I would envision:

• Create a Cadbury Dairy Milk microsite, similar to that of "Elf Yourself", where users can upload a photo of themselves that will make their eyebrows dance.  Their face would either be the boy or the girl in the commercial.  Users could also choose from a variety of music and cheesy old school photography backgrounds.   Once created, users could then share with their friends via email, Twitter, Facebook, and MySpace as well as an embeddable unit for their blogs or websites.


• Additionally, a Facebook app would tie in to the campaign.  Facebook users could send their "Friends" a Cadbury Dairy Milk chocolate bar, the boy in the commercial, the girl in the commercial, a "glass and a half" of milk (the amount of milk in every pound, along with other Cadbury branded chocolate bars like Caramello and Fruit & Nut.


• A handful of digital influencers would be sponsored at a major conference, like BlogWorldExpo, carrying branded laptop bags, carrying skinned devices (like phones and handheld digital cameras) and would offer samples to conference attendees, capturing their reaction to the Cadbury Dairy Milk chocolate experience, and sharing within minutes via YouTube, on their blogs, and the Cadbury Dairy Milk microsite.


• Finally, Cadbury Dairy Milk would partner with 12seconds.tv and invite people to do their best Cadbury Dairy Milk commercial...based on the one played during the Super Bowl.  These would be accessible via the Cadbury Dairy Milk microsite and site visitors would vote on their favorites.  The video with the most votes would win a year's supply of Cadbury brand products as well as an all-expenses  trip for four to Cadbury headquarters in the UK.

Now remember, this is not an actual campaign...so don't start looking for any of this on the web.  This is MY fantasy of what their social media and digital marketing campaign would like.  They are not giving away a trip and they are not sponsoring influencers at any conferences.

What commercial would you like me to fantasize about turning into a social media campaign next?

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