Lindt Gold Bunny Easter wonderland hunt launches in new campaign via Draftfcb Australia
To extend Easter from just a four day holiday to a month long adventure, Lindt and Draftfcb Australia have launched The 2012 Lindt Gold Bunny Hunt.
This year both Australians and New Zealanders are invited to hunt far and wide as the very cute (and very delicious) Lindt Gold Bunny hides out in an enchanted Easter wonderland.
Lindt commissioned illustrator Kieran Rynhart to create the 1m high x 1.5m wide wonderland – a feat that took over a month. The illustration was then used to create all of the campaign elements. A little over a week in to the campaign, the interactive hunt has already been played 70,000 times.
Julie Ahern, marketing director, Lindt Australia says: “The Lindt Gold Bunny is the world’s most recognised Easter icon, and involving him in The Hunt is a fun way for his loyal fans to engage with him even more. We’re also really proud to announce that Lindt has again raised $20,000 for The Children’s Hospital at Westmead by donating $1 on behalf of each of the first 20,000 Lindt Gold Bunny Hunters who registered at goldbunny.com.au”
The interactive hunt is supported by iphone and tablet versions, print, online, social media, eDM, TV, trade marketing and merchandising.
Agency: Draftfcb Australia
Client: Lindt
Media: UM
Illustration: International Rescue
2 Comments
Cute
Floating just about the mountains in the centre. What do I win?