Good old Cadbury's have come up with the goods yet again ahead of the Easter Egg rush.

Brilliantly encompassing iphone apps Cadbury have successfully communicated the joy of Creme Eggs to children and adults alike.

Genius.

Creme Egg releases goo and photo apps

by John Reynolds, marketingmagazine.co.uk 11-Mar-10, 15:53

LONDON - Cadbury's Creme Egg is launching two free iPhone apps as part of its digital marketing campaign in an effort to drive up sales.

The first, called Scramble the Egg, is an interactive app which invites users to shake a virtual Creme Egg around the screen, until the egg becomes so excited it bursts its goo all over the screen. Users can also slide and spread the goo around the screen with their fingers. 

The second app, called Egg Marks the Spot, encourages people to visit one of 38 landmarks in the UK and Ireland, including Edinburgh Castle and the London Eye. 

The app uses the iPhone's GPS to guide people to their nearest landmark, where they are supposed to use their cameraphone to take a picture of the landmark. A Creme Egg is superimposed over the picture and users can move it around the screen. 

Users can also click through to www.cremeegg.com to see if they have won a daily giveaway prize.

Both apps are free to download. Once downloaded, the applications will still be accessible after the Creme Egg season finishes on 4 April.

The apps have taken their lead from Cadbury's 'Your country needs goo' digital campaign launched earlier this year.

CRM is here, and here to stay.

With points-based reward programmes being seen by consumers as ‘too long a wait to receive anything of real value', online product promotions are over-taking traditional loyalty programmes as the key to customer retention.

Above are examples of the online CRM programmes that Libertine run for Gatwick Express (the dedicated airport train that transits between Gatwick Airport and London Victoria) and Heathrow Express (the air rail link between Heathrow Airport and London Paddington).

Libertine launched both programmes in 2008, with some amazing results:

• The online customer base has grown from a miniscule 5,000 in 2008 to over 90,000 unique opt-ins in 2010.
  
  
• Open rates are averaging 17.5% and CTR's at 8.7%.
  
  
• Online and offline customer touchpoints are being ROI-maximised.
  
  
• LTV (Lifetime Value) can be tracked, monitored and increased as the introduction of real-time trigger-based CRM really takes off.