Christine Murray wonders if an egg-splatting game at a London bus stop is the future of advertising
Cadbury’s Splat the Egg campaign, various bus shelters, London, Birmingham, Glasgow, Manchester, Nottingham, Sheffield and York
I didn’t know about the new Cadbury Creme Egg campaign, until I found myself on Euston Road in London, waiting for a bus after an RIBA event. On the billboard screen, one of those new CBS Outdoor ones, Creme Eggs bobbed up and down on a garish background, the text encouraging me to play the ‘egg-cellent’ Splat the Egg game.
I touched the first egg doubtfully, and it exploded, giving me one point. I didn’t know these had touch-sensitive screens, I thought, whacking eggs with abandon. Think of the applications: an interactive Google map of all the bus routes, a guide to everything in a three-block radius, or a game where you try to whack chocolate eggs while waiting for the bus.
I got the high score after a minute or two of trying, knocking out whoever was waiting for the bus at 6.42pm (loser). Subsequent Googling revealed the game is installed in Birmingham, Glasgow, Nottingham, Manchester, Sheffield and York, in addition to London, in a bid to boost Creme Egg sales in the lead-up to Easter.
Is this the future of advertising – every lamp post and bus shelter calling out to be stroked, touched or hit? With the crunch on advertising sales, perhaps not. As for this campaign, the primitive game may not be the most elegant addition to the London streetscape, but it sure is fun.
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