CADBURY NIBBLES / POP-UP SHOP

British fashion designer Giles Deacon, whose previous creations includes work for Louis Vuitton and Gucci, has now turned his talents to Cadbury's, to create something worthy of the Cadbury Caramel Bunny. The result is the Caramel Nibbles Scarf - an exclusive and limited edition design inspired by the bitesize caramel nibbles product, following on from Deacon's polka dot number for the Bunny herself.

The campaign, created by Hyper London, centres around a realtime live online pop-up shop - The Caramel Nibbles Boutique - created by Stink Digital, London. The store is based in Carnaby Street but only accessible via the internet. To track down the elusive shop to its locations about the internet, clues are being posted and shared on the brand's facebook page (www.facebook.com/caramelbunny) and linked to from www.nibblesboutique.com, helping fans to get their hands on a limited number of scarves that will be available for free. The online pop-up shops will launch on 29 and 30 October.

When a pop-up shop has been located, you can claim your place in a virtual queue and wait to be served by assistants at the real boutique (which will be based immediately outside the Contagious offices, located just off Carnaby Street). Of course the internet is nothing if not helpful in solving a mystery. Pop-up shop hunters can make use of twitter and the #nibbles to track down the latest appearances of the shop online.

Marcel Kornblum, creative technologist at Stink Digital explains: 'A widget representing a clothes shop that is open in different places at different times will sit on some fashion blogs, as well as a few bigger sites like MSN, ASOS and handbag.com. The idea is to follow it round various sites by finding clues on the widget and using the Facebook fan page as the hub of the activity. If you're lucky enough to find an open shop you could win one of the Deacon-designed scarves. This is a live face-to-face transaction - winners can watch their freebie being packaged up and shipped out to them live via the widget.'

Simeon Rose, creative at Hyper explains the creative reasoning behind the campaign's execution: 'The idea for creating the world's first live digital pop-up shop came from wanting to recreate the normal hysteria around a limited edition fashion launch - but doing so on a much bigger scale. Instead of just focusing our efforts on a London-centric launch, online enables us to create a nationwide frenzy - with queues that span whole networks of friends instead of just a few streets. And online also lets our shop pop up and down much quicker than its physical equivalent could. The shop will jump from one fashion blog or retailer to another and all interactions inside it will be live and face-to-face. All you have to do to get your hands on one of the Giles Deacon designed scarves is get in line.'

And those who miss out on the chance of claiming a free scarf can head to John Lewis where they can buy one for £15.