Dive Brief:

• Mondelez International is making Snapchat the centerpiece of a promotion featuring the Cadubury TimeOut bar.
• The campaign offers participants a $10,000 prize for the most creative "snap" (post on Snapchat) featuring the bar, and the multi-channel effort even includes posters created by New York street artists Yok & Sheryo.
• The campaign was created by Virtue, Vice’s in-house creative agency.

Dive Insight:

Instead of being another cog in a multi-channel campaign, Snapchat is the key element in a promotion by Mondelez International for its Cadbury TimeOut bar. Participants have the opportunity to get the $10,000 prize for the most creative snap that features a TimeOut bar. The effort is part of Mondelez and Carat’s Media Innovators program where brand managers pitch ideas to a panel for a share of a $1 million ad budget.

“The TimeOut chocolate bar is all about encouraging you to take time out and enjoy it,” Cadbury Bars Brand Manager Dwayne Hutton told CMO.com. “This fits perfectly with the behaviours of using mobile devices and being active on social media. It’s very exciting to be innovating with media and activating on Snapchat for the first time, seeing TimeOut on Snapchat might come as a surprise to some consumers, so we are very excited to see how creative they’ll get with their snaps.”

Snapchat has quickly risen as a preferred social media marketing channel for many brands, and as of recently the messaging app has made marketer-friendly concessions. One such allowance lets publishers link out to content outside of the app.