Cadbury has launched an extensive viral campaign to support this year’s Creme Egg season, which began this week.

The interactive game, made in partnership with MSN, will call on consumers to participate in daily hunts for codes across MSN websites. There is also a celebrity-themed game built into social networking site Facebook.

Prizes including a trip to New York are on offer to players.

Creme eggs hit supermarket shelves on 1 January, where they will be stocked until Easter Sunday. They dominate the  UK’s filled eggs category with a market share of around 75% and sales – excluding  the Twisted bars – are worth upwards of £50m a year.

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