Is YOW Disruptive? Yowie World

Have been thinking about this but could YOW be considered disruptive in that unlike any other chocolate Im aware of it has a full interactive game with which it could create a new sensation?

Most chocolates use some form of media advertising to embed themselves in the minds of children, even Toys and characters.
YOW uses advertising as well as toys and characters but also has downloadable free to play interactive game to promote itself, so this coul be considered a disruptive way to promote and grow the business outside of the traditional means

In an age where most kids have smart phones and tablets I can see a strong synergistic relationship between Yowie Chocolates and Yowie World

and dont forget some of these App based games go on to become multibillion dollar companies in themselves, Angry Birds and Clash of the Clans being the 2 most notable