Here, B&T takes a look at why Woolworths and Cadbury is capitalising on Australia’s obsession with selfies this Christmas.

World leaders do it. Oscar hosts do it. Even astronauts do it while space walking. So, it’s no surprise Cadbury jumped on the sleigh with Woolworths this Christmas to capitalise on its obsession with selfies.

It may seem a simple and fun promotion, but there’s more to the Woolworths-Cadbury ‘Elfie Selfie campaign than meets the eye. When Woolworths reached out to the purveyor of ‘joy,’ Cadbury was delighted to provide support to drive purchases through a mischievous digital experience.

The resulting interactive Cadbury Elfie Selfie app became the second most downloaded app on Google Play within its first day online. It’s further proof we’re in love with the immediacy of ‘snap and share’ after finder.com.au revealed Aussies snap two million selfies a day.

“There’s a joyful spontaneity about taking a quick and fun selfie,” said Joanne Raven, customer marketing manager of Cadbury.

“Contrary to the name, selfies bring people into the picture, capturing a moment of joy that becomes an instant time capsule.

“You can snap and share an Elfie Selfie with family and friends, and watch as the Cadbury magical elves in the frame mirror match their emotions to pose for the best selfie.”

Brainchild of Australian BTL and experiential agency XPO Brands, the Cadbury Elfie Selfie app leverages interactive augmented reality to bring the selfie experience to life.

Hanging onto your head, the Elfies ‘recognise’ and mimic three expressions as you pull faces using live filter effects. You can save your photos and videos straight to your device and users are encouraged to share them with family and friends using the hashtag #ElfieSelfie

With a Cadbury purchase at Woolworths, a secret code word is printed at the bottom of your receipt, so more filters can be unlocked, placing yourself in a snow globe or watching Santa ride by on his sleigh.

Whatever you share, your image or short video will join the 370 million #selfie or almost 53,000 #elfieselfie photos uploaded to Instagram.

Simple, yes, but this cutting edge integrated digital, experiential shopper campaign’s shelfie life will remain long after Santa stops by on Christmas morning.