By Gillian West

Cadbury Dairy Milk is looking to embrace real time marketing (RTM) activity after it capitalised on last week’s Brit Awards as part of the final stages of its eight-week ‘Free the Joy’ campaign.

Last Wednesday marked the first time Cadbury attempted ‘storytelling at scale’ with a live RTM session held at PR agency GolinHarris’ real-time communication centre, The Bridge, managed by a 10-strong team from Cadbury and its agencies GolinHarris, PHD and Gravity Road.

Selected due to its synergy with the campaign, The Brits enabled Cadbury to infiltrate related conversation rapidly identifying the most engaging tweets and pushing them Read full story ›

Source: The Drum