The title of this post is the very question I asked myself this morning as I read Cadbury eyebrows game goes live at the O2. The agency behind the campaign Drum PHD and has been working on this since the beginning of the year.
Concert-goers, who will be watching acts including Lily Allen and The Saturdays, will be asked to move from side to side and wave their arms to direct and control falling eyebrows on a giant screen.
The game rolled-out at cinemas earlier this year but the O2 setting, with up to 20,000 people attending both nights of the Jingle Bell Ball, is the largest live environment for the game so far.
How is this a game? That’s what I’m still trying to figure out. I might call this an interactive experiene that is in vaine to subservient chicken circa 2004 but I wouldnt call this idea or campaign a game in any sense of the word. Also, not really sure how this is going to help cadbury sell more chocolates in the end.
