For initial activity, CMW plans to send Twisted bar fans, those who talk about the brand online, a branded security strongbox.
The strongbox carries Twisted bars, however the recipient will spot an empty wrapper amongst the bars and a hole in the bottom where one has 'escaped'. The recipient is then challenged to become an agent of the CIA (Cadbury's Intelligence Agency) and track down the escaped bars.
Online advertising of the Twisted bar creating mayhem will also aim to direct potential traffic to the site.
The Twisted website, also created by CMW, will act as the online home of the CIA, where visitors can also up as agents, with super agent registrations ending June 7.
Agents will then be tasked to track down Twisted bars as they create mischief countrywide.
CMW uses a Google Maps mash-up and clues via a Twitter feed to the website to help agents locate up to 16 targets.
Up for grabs is a luxury holiday in Morocco, and for the top ten agents, a cash prize of £20,000.
Source: revolutionmagazine.com