CADBURYS UNWRAP GOLD
We created a mechanism for Cadburys as part of their sponsorship of the London Olympics 2012 to give away premium tickets to the event.
A large box with 2400 squares was placed in a public space. People were collectively asked to unwrap the box. There were 5 golden squares on the cube which entitled the holders to come back for the special prize draw for tickets and for everybody else who peeled off a square, they got to sample some Cadbury Chocolate.
This was an incredibly popular brand experience.