The official Cadbury Dairy Milk UK Facebook fan page recently reached a social media milestone, when it welcomed its one-millionth fan on Saturday, January 7. To celebrate and say ‘thank you’ to the community, Cadbury commissioned a giant ‘thumbs up’ made piece by piece from the chocolate of thousands of Cadbury Dairy Milk bars. The big build was broadcast via a two day live stream on the Cadbury Dairy Milk Facebook page. Fans could have their own chunk added to the sculpture, and were invited to cheer on the workers on as the thumb grew.
Click on the image below to play the Day 1 video in YouTube (HD)
Click on the image below to play the Day 2 video in YouTube (HD)
Click on the image below to play the Final Day video in YouTube (HD)
The celebration is part of an ‘always on’ approach that Cadbury has adopted to build a stronger relationship with Cadbury Dairy Milk fans. The Facebook page benefits from a highly engaged and active audience and a very high rate of daily fan interactions. The page hosts many interactive experiences and features for its members. Over the last year, for example, they have employed their very own Artist in Residence, co-created a recipe with Great British Bake Off contestant Ruth Clemens, launched new products via a road trip and co-created a Halloween film with the fans.