Cadbury launches Google Street View-powered Easter egg hunt
Cadbury has launched a virtual Easter egg hunt using the power of Google Maps Street View, enabling people in the UK & Ireland to hide virtual chocolate eggs for their loved ones to find. The ‘Cadbury Worldwide Hide’, developed alongside communications agency VCCP, enables the hider to hide an Easter egg anywhere in the world and share a personalized clue with their loved one to help them find the egg. The hider can either choose to purchase one of four special edition Cadbury Easter eggs for the seeker to physically receive once they find the egg online or they can choose to hide the virtual egg for free.
The campaign will is being supported with a TV ad, seen here, suggesting users could pick anywhere from a favorite holiday spot to a place “you’ve always dreamed of going back to,” as well as social, digital, OOH, PR, in-store, and online elements.
“This year, we felt it was important for us to create something that would help people feel close, even when they cannot be together. There is something so generous in taking the time to hide an egg at Easter and we wanted to capture that in a way everyone could do,” said Markéta Kristlová, Senior Brand Manager Easter UK at Mondelz International. “With travel restricted for a lot of us, the Cadbury Worldwide Hide takes the usual garden egg hunt and helps you travel the world in search of the Iconic Purple Cadbury Egg, hidden somewhere that is meaningful to you and the hider. We can’t wait to share it with everyone and make people feel a little more connected however far apart they may be this Easter.”
Mark Sweatman, head of technology at VCCP CX, added: “Working closely with Cadbury and their partners, we developed a scalable cloud platform that ensures a seamless user experience whether you’re taking part for fun or buying an egg for your loved one. … In a time when travel is severely curtailed, we hope this allows the public a little bit of nostalgia and escapism while showing they care.”
Last year, Cadbury halted its traditional annual Easter egg hunt activity due to the coronavirus pandemic.
In 2019, via agency Elvis, the brand hid its famous Cadbury Creme Eggs in other Mondelez-owned brand ads, including print, outdoor, and TV ads across Britain in the weeks leading up to Easter.
Consumers who spotted the eggs had a chance to upload images to a microsite for the chance to win prizes.
To learn more please visit: Cadbury Worldwide Hide