Twisted is Creme Egg’s anarchic sibling – a twisted genius whose only goal is to cover the country in Goo. Our task was to bring this narrative to life. We started by sending a DM ‘security strongbox’ to Creme Egg advocates. On closer inspection the recipient realised that one of the Twisted Bars had ‘escaped’ through a hole in the strongbox. The recipient was then challenged to sign up as an agent of the CIA (Cadbury’s Intelligence Agency) online and track down Twisted bars as they Goo’ed their way across the country. Online advertising and social networking sites also directed potential agents to the site.We used a Google Maps mash-up and gave out clues to Twisted´s whereabouts via a Twitter feed to help our CIA agents locate up to 16 targets, all high profile public places, ear-marked for a ‘gooing’. Up for grabs was a luxury holiday in Morocco. We recruited over 10,000 agents to the task. We also recruited ten ‘super-agents’ to compete for a cash prize of £20,000. These agents were rewarded for using social media to create further buzz by talking in forums, posting images to Flickr, uploading their own video creations to YouTube, blogging and Tweeting about their adventures for all the world to read, inviting still further comment and participation and shaping the brand’s story interactively.