Cadbury Dairy Milk Marvellous Creations has teamed up with 2009 Britain’s Got Talent winners, dance group Diversity, to launch a “joyning” competition in a new social media campaign.

Cadbury fans are being invited to get together with friends and family and mix up their body parts to create fun poses and illusions and share them with the @CadburyUK Twitter account with a #joyning hashtag. The top entry will win everything they need for a fun-filled family night in, including a Sony Bravia HD TV, Apple TV, Playstation 4 with a selection of games and Blu-Rays, and a Sonos Home Cinema System with extra speakers.

The competition, which is open for entries until 12 June, is part of a £4.5m marketing investment for Cadbury Dairy Milk Marvellous Creations this year, including TV, outdoor, PR, digital, sampling and in-store activation.

Matthew Williams, marketing director at Mondelēz International, said: “Diversity are the perfect partners for Cadbury Dairy Milk Marvellous Creations, and we’re excited to be launching the first ever joyning competition! We expect customer awareness to be particularly high during the campaign, meaning retailers should take advantage of the opportunity by stocking up in anticipation of increased demand.”

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