It's been around for some time, the Gorilla Collins concept by Cadbury which has recently been reinvigorated in the mainstream media in
Viral has been the buzz word of the last few years as it’s a way to 'engage' consumers on a number of levels (i.e. Television, ambient, online, print, publicity, social media, mobile etc) and pass on the brands message. But to work it needs to be something uniquely powerful which encourages “would-be advocates to pass it on.” (Dobele etal 2007).
The website offers a nice user experience with ad “remixes” of the original gorilla ad (there's something weirdabout those 2 words together) which were originally created by consumers but now have been professionally posted on Youtube, where you increase the ad impressions, can comment, and thus spread the message to your friends.
As you walk around the warehouse, interact with games, watch some videos, you also stumble into a range of random letters (which are needed to open the vault). Opening up some nest eggs, such as wall papers and info on chocolate hand outs. It's a great concept to entwine entertainment and brand education to a viral campaign.
It’s shows how an idea can be used to generate interest. Whether or not it sells more chocolate is yet to be seen… but it’s definitely a positive association that Cadbury’s consumers will remember, talk about and enjoy.