Grappies are hidden inside the grocery list of Appie. Putting the right product on the list would unlock a hidden surprise. Ten grappies are stop-motion movies, with the products coming to life in a funny short movie.

With the launch of Appie 1.5 we hid five new grappies in Appie. Since the grappies weren’t discovered until Easter, we organised a hunt. Users that found a grappie were rewarded with a specially made iPhone stand for the Appie cooking mode.

In Appie 1.6 the grappies were hid inside the new feature ‘Barcode scanner’. By scanning specific products, you would hear sounds (a mooing cow by scanning milk) or when you scanned a lot of products (“Yes, we scan!” when you hit the 100 scans).For two A-brands we created special grappies. With this ‘Easter Eggvertising’, people went searching for the advertising of these specific products.

Together with PR for Appie, the use of grappies were the only resources to create word-of-mouth online and offline for Appie, Appie now has a 50% reach in Holland within smartphone users, without any paid media. The effect of people sharing their grappies, is a daily recurring event.