This is what happens when you put your old family photos on Flickr.

Through the Line: Cadbury takes their latest ‘Glass and a Half Production’ and uses it to launch the biggest Dance Off ever on YouTube, the next part of their Spots v Stripes campaign

Merging online & offline for an Olympic-size Dodgeball game

Cadbury’s Spots v Stripes London 2012 sponsorship activation is a license to get the UK & Ireland to rediscover their youth and play more games. With the world’s largest game of Catch behind them the team looked next to bring Dodgeball to the masses this February.

Starting at their roots with an on-pack chocolate promotion, Cadbury gave fans the opportunity to virtually challenge 1 of 4 Olympians at a simple online game. Those who successfully defeated their digital opponents were entered into a draw for the chance to do so again in real life. Continuing the online/offline crossover Cadbury also ran mini competitions to give the most engaged users from their hub website, Facebook pages and Twitter streams a chance to join in the tournament as well.

Finally to truly open the tournament to virtual fans they ran a series of games in the week leading up to the match (including Spot the Difference challenges on Facebook, and a #SpottyBall v #StripeyBall Twitter game of #Dodge which saw over 10,000 tweets of the ball) each of which won the winning side small advantages in the final tournament.

Of course they also Tweeted (Spots v Stripes) & Facebooked (Spots v Stripes) live from the event, encouraged players to do so and maximised the influence of their athletes by virtually engaging them too (Rebecca Adlington, Kriss Akabussi, Phillips Idowu and Amy Williams).

The end result? Chocolate all round and 2,000 virtual points for the winning Striking Stripes team.

My role as Community Manager at Cadbury in no way influences this post ;) - Jerry