The seven-month musical support for British athletes is the latest activation of Cadbury’s London 2012 Olympic Games sponsorship.
Keep Singing Keep Team GB Pumped will aim to keep Team GB motivated throughout their months of arduous training by engaging the British public to sing iconic power anthems to them in a number of innovative ways.
Legendary tracks such as Simply the Best, The Final Countdown will be used to keep Team GB pumped in their training schedules, aiming to spur them on to win medals during the London 2012 Games, and in turn bring the nation closer to its athletes.
The campaign is recruiting singers through social media with online video content, followed by a TV campaign that will run for six weeks.
The integrated campaign will also include radio partnerships, events and digital media, with extra support on-pack and in-store.
Cadbury Dairy Milk will also sponsor the third season of the US television show Glee throughout the campaign, showcasing music performances on TV and online.
The campaign will release six tracks over seven months and culminate with a finale in March 2012, which will feature a medley of the six songs created by the British public and a performance to the athletes of Team GB in London.
Keep Singing Keep Team GB Pumped follows Cadbury’s Spots v Stripes activation of its London 2012 sponsorship, which has run since August 2010 and provides another way for people to get involved in the London 2012 Games.
Cadbury Spots v Stripes has now reached over 10 million people and will continue to get people playing games right up until the Olympic Games themselves.
Source: Cadbury
© FoodBev Media Ltd 2024