4. Recognize that you need an engine to drive it. 5. Don’t forget why you are doing it. You are creating your own “walled garden” which people have to enjoy. Enjoyment has been proven to enhance not impede information processing. 6. Make it sticky: link a lot; balance stock and flow; create series and sequences; build loops. 7. Don’t forget why you are doing it: who is the brand custodian and where is the brand conscience? 8. Personalize. And use higher cost content as a reward for loyalty. CADBURY One of the defining images of the digital age is a gorilla hammering drumsticks. How did that happen? Cadbury Dairy Milk’s 2007/08 marketing programme has assumed mythical status. The actual history is sometimes difficult to disentangle. It began in a dire period for the brand: a salmonella scare leading to a recall of over a billion chocolate bars. And, generally, this was a brand which no longer enjoyed universal brand preference. It was highly polarized by age. Anyone over 35 considered it to be the best chocolate, and those under 35 did not. So a brief went out with two components: to “get the love back”, and at the same time, to remind younger consumers, in particular, that Cadbury chocolate is actually made with milk. There was a codicil given by the new Marketing Director, Phil