As most UK consumers table their Easter plans this year due to the ongoing pandemic, Cadbury has concocted a virtual egg hunt to help sweeten up the holiday.
The campaign uses Google Maps Street View to enable users to hide an egg anywhere in the world. They can then share a customized clue with a loved one to help them find the egg. Once the seeker finds the virtual egg, the hider can either purchase one of four Cadbury Easter Eggs from a special new range by the brand to be physically sent to the seeker, or simply allow the seeker to find and enjoy the virtual egg. The catchy campaign is being promoted on television and across social media and digital channels, plus in-store and online.
Cadbury, which secured a spot in the Gifted class of Gartner’s report on the industry, felt it was important to create something that would connect consumers, both to the brand and to each other, during a time when they cannot physically come together. The Easter egg hunt contains elements of both tradition and technology in a way that is accessible and engaging for consumers. It taps into the gamification trend that has taken shape during the pandemic and invites families to indulge in nostalgic treats and time-honored traditions, despite the circumstances. Brands hoping to take a crack at Easter promotions this year should look to Cadbury and keep the focus on connecting consumers.