Cadbury makes sweet faces

Cadbury wanted to increase awareness of Maynards candy by engaging Gen-Y, so Jungle Media came up with a way to target social media savvy youth.

The agency set up augmented reality units with facial recognition technology in three major malls across Canada. Users could transform their faces into Maynards candy and customize them by choosing one of four flavours.

After taking their photo, users were prompted to submit their email address and visit the Maynards Facebook page, interact with the "Make Your Face a Maynards" app and enter a contest to be the face of Maynards' next candy.

Over the course of the campaign, the units clocked over 17,000 interactions and delivered 6,500 emails contributing to more than half of all submissions entered, and aided in driving a 70% increase in Facebook fans. The execution won a 2011 MIA Gold for best use of OOH digital.