A social media teaser was “leaked” online prior to the campaign launch to Caramilk enthusiasts. Upon interacting with the teaser, it would slowly reveal the promotion…like any good secret; it couldn’t be kept long generating buzz via bottom up ground swell.

.A 30 sec TV spot starring Professor Lloyd Robertson searching for the keys across Canada, you could continue to follow his trek online in real time.

Capitalizing on campaign mnemonics - the safe (that housed the highly coveted secret) was brought on a media tour across Canada. Vacant store fronts in extremely high traffic pedestrian areas were converted (digitally) to appear as though they realistically housed the safe.To keep the hunt & excitement alive, as each key was found, the public was notified via large OOH billboards, online and within media outlets.

To reward over 25,000 active FB fans, two keys were given away online.

•Caramilk became the #1 chocolate bar in Canada, experiencing an average sales growth of +69% vs. last year.•Caramilk grew to 7.8 share of singles (+2.6 vs. LY) & contributed to +0.9 share growth for Kraft total chocolate portfolio•$3.1MM incremental product was shipped (over-delivered forecast at 129%, contributed to 50% of 2010 Kraft (Cadbury) chocolate growth)•Brand health measures improved: driving significant equity lifts; relevance +10% & loyalty +11%•2010 Canadian Media Innovation Awards the campaign was awarded 2 silvers: Best Fast Moving Consumer Packaged Goods and Best Digital OOH execution.