Cadbury bids to get Olympics sponsorship back on track with BGT Shazam ticket giveaway

ITV has unveiled its first two commercials using Shazam, an app that lets you access competitions and giveaways when you’re watching a commercial. The first two, for Cadbury and Pepsi, aired during Saturday’s final of Britain’s Got Talent, won by a performing dog act.

Here’s Cadbury’s ‘Unwrap Gold’ from media agency PHD’s Drum unit, plugging a ticket ‘package’ for the various London Olympics opening ceremonies.

Cadbury’s Olympics sponsorship efforts to date have backfired somewhat, its Spots versus Stripes game campaign failing to divert a weary British public.

Pepsi is using its old soccer stars crowd-surfing ad from CLM BBDO to promote various music-related giveaways this summer in a deal by Mindshare. For the next week anyway this is a good choice as two of them, Didier Drogba and Frank Lampard, will be in the news as Chelsea prepare to face Bayern Munich in the Champion’s League final.

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