Cadbury makes its white creme eggs available to consumers again, just in time for Easter. The product re-launch is blasted through an interesting ad campaign called 'Hunt the White Egg.' Created in partnership with marketing agency ELVIS, the initiative involves a number of brands as the white creme egg actually infiltrates their campaigns.
Consumers will have the opportunity to 'hunt' the egg accross social feeds, billboards, websites, and ads by other brands. Individuals can get clues and instructions about the game through HuntTheWhiteCremeEgg.com. Once the tasty treat is spotted, one can take a photo and upload it in the appropriate place to unwrap it. If the egg is milk chocolate, the hunter receives a voucher for a free egg but if it's a white creme egg, users win the treat and £10,000.
What's Driving This Trend
- Augmented Reality Advertising
- Using AR technology to create interactive and immersive ad campaigns, such as 'Hunt the White Egg,' can capture consumer attention and drive engagement.
- Brand Collaborations
- Partnering with other brands for co-branded campaigns, like Cadbury and ELVIS did for 'Hunt the White Egg,' can create buzz and reach a wider audience.
- Gamification in Marketing
- Incorporating game elements, like the 'Hunt the White Egg' game, into marketing campaigns can enhance consumer participation and create a sense of excitement.
Who This Affects Most
- Food and Beverage
- Food and beverage companies, like Cadbury, can leverage interactive campaigns like 'Hunt the White Egg' to create brand loyalty and engage with consumers.
- Advertising and Marketing
- Advertising and marketing agencies, such as ELVIS, have opportunities to develop innovative campaigns using emerging technologies like augmented reality.
- Digital Media
- Digital media platforms and publishers can collaborate with brands to host interactive campaigns, like 'Hunt the White Egg,' to attract and retain users.
