Mondelez World Travel Retail (WTR) has teamed up with World Duty Free to bring ‘the beautiful game’ to travellers at London Stansted Airport via digital technology.
The campaign celebrates Cadbury as the official snack partner of the Premier League, a three-year-partnership that started with the 2017/18 season.
The digital promotion, which started in May and continues until the end of June, features an interactive football game using floor projection and motion-sensing technology.
Travellers passing through the store are invited to play against each other. Players receive a gift-with-purchase kit bag with qualifying purchases of Cadbury products and a scratch-card to win a handmade chocolate football. The campaign is further supported by 360° online communications, including geo-targeted advertising to drive footfall.
Mondelez WTR Head of Category Planning Ivo Knuesel said: “The partnership between Cadbury and Premier League brings together two iconic brands that occupy a unique place in the hearts of fans across the world. They share English heritage and bring joy to millions globally.”
“In-store digital engagement is one of the three pillars of Mondelez WTR’s digital agenda, which also includes online communications and e-commerce. The interactive football shoot-out has a particular appeal to Next-Gen travellers who are always on the lookout for unique and shareable moments and it provides a memorable experience for any passenger visiting the World Duty Free store at London Stansted Airport.”
Dufry Group Global Category Management Head – Confectionery, Food, Souvenirs & Toys Philippe Moryl commented: “We are thrilled to be working with Mondelez WTR to bring this fun experience to shoppers in our World Duty Free store. This interactive football-themed activation proves a great way to increase footfall. With only a few weeks into this campaign, Cadbury has enjoyed a substantial sales uplift. It is a great activation that we are keen to promote and implement on a broader scale within our global network.”
*FOOTBALL FOOTNOTE: Click here for details on how to take part in the Great Moodie Davitt 2018 FIFA World Cup Charity Competition.
