The biggest retailer in the UK has rolled out a new marketing campaign, combining the interactivity of Google Street View with Easter spirit joy. Tesco’s campaign, which kicked off less than two weeks before Easter, invites the player to explore the streets of UK in the hunt for virtual Easter eggs which can ultimately be exchanged for real-life prizes.
Along with the regular eggs which can be exchanged for chocolate bunnies, the player has a chance to find special golden eggs which contain a tablet device as the premium prize of the hunt. According to Tesco, “Find the Eggs” campaign is a follow up of the brand’s Pull-a-Cracker Christmas campaign which gained notable social media attention.
Tesco’s Head of Social Communities and Insight, Jude Brooks stated that after the Christmas campaign the brand wanted to find another way to bring people together online and join in the fun: “The Easter egg hunt is a much loved tradition and this year we’re excited to be giving it a digital twist. We hope that people from across the country get online and search for the virtual eggs hidden on their street and even hide some for their friends.”
Along with the interactive campaign, Tesco also plans a real life Easter egg hunt taking place in one of their stores and marketing the event with a 30-second TV spot featuring a family which prepares for an Eastern lunch just to find that the youngest member eagerly rushes to collect all the eggs in a classic Easter egg hunt.