CHALLENGE

Make Milka the favourite chocolate brand on Easter for Kids.

SOLUTION

Play on kids' impatience for the "big day", and offer them Easter... before Easter!

CREATION

2 weeks before Easter, we created the biggest chocolate egg hunt ever online, with a garden where hundreds of eggs were hidden under the grass. The hunt was launched via a real time multiplayer game with only one rule: scratch as fast as you can to find the eggs before the other players!

Of course, we adapted the hunt on the device kids prefer: tablets.

RESULTS

In 2 weeks :

500 000 visits

A virality rate around 360%

5 minute average time spent per visit

38% returning visitors each day

Our solution ? Play on kid's impatience for the 'big days', and offer them Easter... before Easter!

2 weeks before Easter, we created a massive online garden where hundreds of eggs were hidden under the grass.

Then, the hunt was launched via a real time multiplayer game with only one rule: Scratch as fast as you can to find the eggs before the others!

And every day, we hid new eggs in a brand new garden so that the hunt could start over!

In 2 weeks:

500 000 visits

A virality rate around 360%

5 minute average time spent per visit

38% returning visitors each day