The egg hunt has long been an Easter tradition. With “Join The Hunt” we took it nationwide and interactive, creating the World’s Most Speck-tacular Egg Hunt. Inside every pack of M&M’s Speck-tacular eggs was a unique PIN code worth ballots into a grand prize draw. Virtual eggs in banner ads and throughout the environment, mini-games and secret content of JoinTheHunt.ca also carried PIN codes. The more you find, the better your odds of winning. To reward purchase, in-pack PINs also offered the bonus chance of instant prizes. Vibrant packaging, POS, promo TV, and online media were the main traffic drivers.

Unique visitors/day: Over 3,000Average time spent/visit: 7 minutesPIN codes submitted as of March 16, 2009: Over 150,000Customer demand volume triple vs. previous year