New Regents developed a Facebook application, for Cadbury - Caramilk (owned by Kraft).

The Key to the secret Facebook application is a part of a physical competition to find hidden keys.

The user can be helped, by the application, to search for actual keys that are hidden in the cover of chocolate bars in stores all over Canada. On a map you can see were others have searched for the keys and were keys have been found.

The users who find one of the the ten hidden keys, have the chance to win $ 250.000.

This application involves the user in spreading the Cadbury - Caramilk brand, and the user is happy to do it. This kind of advertising lets the user be exposed to the brand for a longer time then with regular advertising.

The project is owned by Cadbury, and developed by New Regents Europe AB, through Rocket XL.