We brought a global entertainment hit to the UK in the form of Minute to Win It (MTWI) –– revising and adapting the format to reflect the simple ‘Spots v Stripes’ mechanic Cadbury had created to facilitate play and turning it into a truly cross platform content property encompassing mobile apps, website, events and TV.Television content on peaktime ITV2 (7pm Tuesdays, repeated Thursdays & Sundays) created the context for playing games and inspired those watching to playalong at home, post their own attempts at the games and host their own MTWI parties and events.

An accompanying mobile app, Minute Games, harnessed mobile tech functionality meaning that users could twirl, shake, balance, blow into and sing at their phones to complete challenges And the MTWI ‘games crew’ took MTWI games kits to 100 events across the country.

•32% of the 6.5m audience who watched claimed that they felt actively encouraged to participate as a result.•The Minute Games app reached 4th place in the iphone chart with over 250k downloads and over 1m plays•Over 200k games were played at various Minute to win it events nationwide•Awareness of Cadbury as an Olympic sponsor is significantly higher than other Tier 2 – and many Tier 1 – sponsors•Those people exposed to Minute to Win It display significantly higher levels of engagement scores with Cadbury which in turn drives claimed usage of Cadbury’s brands