Cadbury Creme Egg is running an online mini-movie series on cult animation and game web site Weebl’s Stuff as part of its latest advertising push.

Dubbed ‘goovies’, the spoof mini-movies feature the site’s Weebl and Bob characters playing out scenes with Creme Eggs from three different films. A new goovie will be released on the site every two weeks, beginning with Goo-Fiction on 10 January.

w00t!media, the independent online advertising sales house represents Weebl’s Stuff and developed the creative idea alongside Cadbury and Starcom, their media planning and buying agency behind the campaign.

 

The online activity complements Cadbury Creme Egg’s TV, poster and digital campaign ‘Here today, Goo tomorrow’, which launched at the beginning of the year. All activity for the campaign was planned and brokered by Starcom. The theme of the campaign is the Creme Eggs’ unstoppable desire to ‘get their goo out’; where they do so using items including an egg-slicer, hairdryer and food blender.

“Cadbury Creme Egg’s online tie-up with Weebl’s Stuff is taking the brand in a new direction from the 'how do you eat yours?’ campaign of recent years,” said Austen Kay, Director of w00t!media. “The series of spoof mini-films showing the Creme Eggs releasing their goo in familiar scenes is perfectly targeted at Cadbury’s desired audience of 16 to 24 year olds. Its great content lends itself to genuine word of mouth viral activity and each new installment is something webbies will crave.”

Weebls-stuff.com primarily attracts an audience of 16 to 24 year olds and 1.5m unique users per month. It was recently voted the Yahoo! People’s Choice Site of the Year. The site’s Weebl and Bob characters are famous in their own right due to 30 part series shown on MTV.

“The online activity with Weebl and Bob is a key part of Cadbury Creme Egg’s digital campaign,” said Jodie Bates, Brand Manager of Cadbury Creme Egg. “The concept is new territory for the brand and fits in well with the fun, anarchic image of Creme Eggs.”

 

Goo-Fiction, the first mini-movie to be released, can be viewed at www.goovies.co.uk. A call to action at the end of each film clip invites viewers to click through to Cadbury Creme Egg’s Goo-ology campaign site at www.cremeegg.com.

 

“Working with w00t!media on Weebl and Bob has seen a change for our client Cadbury to be intertwined with exciting content, as opposed to what we often see in the marketplace as a ‘tack-on,” said Amber Williamson, Digital Account Director at  Starcom Mediavest Group. “The anecdotal blogs that users have posted in response to the launch of this campaign have been testament to how well perceived and how successful this kind of in-programme branding can be. It has been exciting to work with a client and media owner that are so open minded to new initiatives.”