Cadbury built a giant 4 foot Cadbury Creme Egg and asked MTV viewers to decide how the egg should Release the Goo. Once the method was determined, the giant Creme Egg was de-gooed in front of a live audience and the segment aired on MTV Live's show and on their website.

This project involved many different channels to extend the campaign, including co-branded TV spots, in-show segments, webfilms and a microsite. All of these elements brought the Giant Cadbury Creme Egg De-Goo Event to life.

The De-Goo/MTV campaign received a spike in ratings and we were able to exceed voting volume by 300%.