Cadbury has launched a new nationwide campaign, ‘Gift a First Gig’, in partnership with Academy Music Group, Ticketmaster and Camp Bestival, aiming to bring more people into the live music experience.
The campaign builds on insight commissioned by the brand showing strong UK engagement with live music, with 42% of people attending at least one concert last year and 59% having been to a live gig in the past five years.
‘Gift a First Gig’ is designed to encourage fans to share the experience with someone who has never attended a concert. Consumers can nominate recipients via Cadbury UK’s Instagram channel, with activity running across digital platforms and Ticketmaster.
The initiative is supported by England Women’s football captain Leah Williamson, who is acting as a brand ambassador for the campaign.
Alongside digital activation, the partnership will extend across the live entertainment sector, including venue activity at O2 Academy sites and wider ticket promotions. Cadbury products such as Dairy Milk, Buttons and Twirls will also be available at participating venues.
The campaign also includes a collaboration with Camp Bestival, with further opportunities planned to reward consumers with live music experiences during the summer.
