Marketers are going to great lengths these days to engage the attention of Gen Z when trying to drive hype for limited edition flavors. Cadbury is the latest, with an activation for its Wispa brand in the U.K. that combines billboards, QR codes, an audio game and ads on TikTok.

To promote its new Wispa Gold Salted Caramel flavor, agency VCCP created "Wispa Gold Heist," a safe-cracking audio game accessed either by via QR codes on out of home sites or via ads served on TikTok. Once they have scanned the QR code from the billboards, users are taken to an image of a locked vault on their phone.

With headphones in and the volume up, they are encouraged to listen to an interactive experience as they watch the dial turn and listen out for a code  made up of three numbers. They will hear when the correct digit comes round as well as see it on their heist display. Users need to simply tap when they hear the correct number to lock it in; but they need to complete the code within 30 seconds in order to redeem their chocolate.

The campaign was an integrated effort across the VCCP group, bringing together VCCP London with the group’s global production studio Girl&Bear and digital product & service innovation company Bernadette which designed and built the online platform. It will run in the UK from Aug. 3 until Aug. 12, alongside a consumer PR campaign for the new flavor run by Ogilvy PR.