CMW has created a Creme Egg app for iPhone and Android that allows consumers to enjoy the brand’s massive dare game, ‘Goo Dares Wins’, on the move. Goo Dares Wins is a multi-million pound integrated campaign which launched at the start of the year, with Creme Egg leading the way as the first Cadbury brand to link into the Spots v Stripes initiative that aims to get the entire nation playing games. CMW’s app is the first around the Spots vs Stripes initiative.

The app allows consumers to carry out all of the dares carried on the main Creme Egg website created by CMW and which acts as Dare Headquarters for all Goo Dares Wins activity, allowing people to choose a team, sign up and start taking part in dares to claim points for their Spots or Stripes team. Players can also upload photos and video footage of themselves carrying out dares via the app.

“Our app harnesses the spontaneous nature of Goo Dares Wins and creates a moment of sheer fun for people to share whenever and wherever they choose,” says CMW account director, Matt Smith.