You have to love a good marketing stunt.
are proud sponsors of the Beyonce I Am tour. With Beyonce being one of the biggest stars on the planet, the association must be costing the Cadbury team hundreds of thousands of pounds (I hope not millions). And I could be wrong, but I'm guessing the partnership probably doesn't deliver a lot of marketing opps; a few VIP seats, branding in the foyer and some tickets to give away in a consumer promotion.
Now I like promotions, but I LOVE promotions delivered well and this is one of the best. There is nothing new in what they are doing: Good Looking Girls - Check! FlashMob - Check! Viral Worthy Video - Check! Call to Action - Check! Proof of Purchase - Check!
But as with any good campaign, it's how it's all brought together which matters and this (although shamelessly unoriginal) is a very good marketing stunt. With 500,000 views in 3 days it's going to be big and Trident Gum sales WILL go through the roof.
