Virtue, VICE’s in-house creative agency, has partnered with Carat and Cadbury Australia to produce a multi-channel campaign for their much-loved chocolate bar TimeOut.

At the centre of the campaign is a Snapchat competition urging consumers to capture a photo of a TimeOut and then get creative using the social platform’s drawing tools. The most imaginative snap will win a prize of $10,000. Talk about a sweet deal!

The campaign utilises YouTube, VICE Discover, the VICE media network and other digital lead channels and assets to drive traffic through to a microsite. The campaign is the first regional exploration of Snapchat Discover for Cadbury and Virtue.

“It is becoming increasingly important to innovate with media in order to efficiently reach consumers,” Cadbury Bars brand manager Dwayne Hutton said.

“It’s super exciting to be doing things that have never been done before, partnering with VICE’s agency Virtue has enabled us to activate on Snapchat for the first time, integrating a campaign for Cadbury TimeOut that also involves street posters and a consumer promotion.”