Cadbury, a leading global confectionery company had good news for chocaholics this Easter.
The event attracted 220,000 hunters from across Australia, discovering the virtual world of hidden Cadbury Easter eggs. The first person who spotted an egg and commented was rewarded with real Cadbury chocolates for Easter on March 15 and the number of comments left reached 70,000.
Ogilvy Melbourne executive creative director, David Ponce de Leon, said:
A Cadbury Easter is all about joy and wonder. There’s nothing more exciting than scouring the backyard for every last egg. But why should the kids get all the fun? We wanted to create an experience that would remind all Australians of the happiness an Easter egg hunt brings.
Tyrone Estephan, executive producer for Alt, commented:
When this project came to us, we had to solve a lot of technical challenges to make it happen, which we love. Interacting live with over 220,000 people across a 1-hour social media live stream, while having those people explore a 360-virtual environment, pushes the boundaries of future creativity.
We also love how we married this new world tech with old school 2D traditional animation. We will see this Interactive Live Stream VR thing happen a lot now, and Alt R+D was very happy to collaborate with Cadbury on a social first.
Kjetil Undhjem, Mondelez International’s director of marketing for chocolate said:
It was really special to be able to bring the joy of the Easter egg hunt to Australian families in such an innovative new way.
As Undhjem has also added, this virtual egg hunt reminds people the magic of Easter is still alive!