Mondel?z-owned chocolate brand Cadbury has launched a major Twitter campaign around this years Eurovision song contest.

In the run-up to Eurovision, and during the live final this Saturday, six-second pre-roll ads for Cadbury products will appear in front of videos shared from the official @Eurovision account.

The campaign will also see Cadbury buying the #Eurovision promoted trend on Twitter on the day; promoted tweets for both logged-in and logged-out users; and ads on third-party apps with Twitter-based targeting through its Audience Platform.

Eurovision has a global audience of 200m live viewers – more than the Super Bowl – and is Europes most Tweeted entertainment event. In the UK and Ireland alone, around 10m viewers watch the show each year – but the potential audience for Twitter activity around the show is more than twice that.

“We dont see Twitter as a 140-character platform at all anymore,” said Declan Duggan, brand manager at Cadbury. “Its a rich blank canvas where big moments and live video comes to life. By partnering on an established event like this we can capitalise on the natural interest rather than having to generate our own moment from scratch, whilst still having the creative freedom to bring that to life. We believe in being part of key moments in our consumers’ lives but we want to do that at meaningful scale, not just by sharing one-off tweets which can easily get forgotten in the noise.”

The Twitter activity is part of the brands wider Taste Like This Feels campaign, with creative from digital agency Elvis Communications, and UK & Ireland media buying by Carat.