UK – Cadbury unveils plans for experiential Olympic House
Olympic sponsor Cadbury will erect a purple inflatable structure in Hyde Park as its base for the London 2012 Games.
Part of the BT London Live experience, Cadbury House will comprise of three bespoke inflatable domes each housing a different Cadbury experience, as well as a garden, hospitality area and bandstand.
The activity is being put together by brand communications agency Pretty Green.
Visitors will start in the Joyville zone where they will be able to sample some chocolate. The second dome, the Chocolatrium, will house five experiences for Cadbury brands Twirl, Creme Egg, Wispa, Freddo and Dairy Milk.
The third, the Great Games Zone, will give them a taste of what it’s like to be an Olympic athlete with the chance to go head to head in a virtual race against Rebecca Adlington before receiving their celebratory chocolate medal.
Open to the public from 27 July until 12 August, the house is the culmination of two years of Cadbury’s sponsorship of London 2012 and is expected to attract around 50,000 visitors. It will be free to enter.
Clare Tasker, head of consumer marketing for London 2012 at Cadbury said: “Cadbury House is opening up the doors of Cadbury’s magical imagination to the world, sharing everything that embodies both the spirit of the Games and the magic of Cadbury with as many people as possible.”