CADBURY CREME EGG / YOUR COUNTRY NEEDS GOO

Much like last year (yes, it is a whole year since these little suckers last hit the shelves) the website cremeegg.co.uk is acting as a hub for all activity and content. Here you can find Goo on the Box - an archive of past TV ad favourites; Goo on the Web - a selection of egg-related user-generated content and Goo Games - including the Great Eggscape (playable online) and the mobile-based Eggs and Ladders.

www.cremeegg.co.uk

The most intriguing area of the site, however, is introduced with the rousing call to arms, 'Your country needs goo'. Via a comic book-style animated storyboard, visitors are told how a batch of escaped Creme Eggs suffering from amnesia, are currently 'wandering aimlessly across the internet' and need rounding up. Users can do so by tracking them down across multiple portals including MSN, Yahoo and YouTube.

Each egg found will contain a special code which, when entered on the website, gives the user the chance to win a selection of prizes - including key rings, beach balls, Red Letter Day experiences and a trip for two to New York. The campaign extends to a quiz on the brand's Facebook page where the eggs are currently posting cryptic clues and asking the 300,000+ fans to help identify their whereabouts.

The later stages of the campaign will see the launch of two seperate iPhone apps - one of which will utilise augmented reality technology along with an accompanying online application.