Media Markt is the biggest entertainment electronics retailer in Germany. The brief contained a rather dull Easter related 5% discount promotion that we raised to a revolutionary, content-driven live marketing event, broadcasted live on the 9 biggest private German TV stations and online on Youtube's homepage, Bild.de (website of Germanys biggest newspaper) and MediaMarkt.de.

The idea: A live sports event, where 10 bunnies were competing in a race.

Customers, who shopped at Media Markt prior to the three broadcasted races could win back 50% of their money, if the bunny's racing number matched the number on their receipt.

The result:

21 Mio. live viewers.

+ 250 Mio. overall campaign net reach.

+ 25% sales increase in stationary stores and +18.2% customer increase compared to the previous 2014 Easter campaign.

+250% interaction and +40% more followers on Facebook compared to first quarter of 2015.

+ 208% more followers on Twitter.

- #OsterhasenRasen generated roundabout 6.3 mio. impressions.

The Rabbit Race was teased and presented like a major sports event, with a famous sports anchor presenting live from a specially built TV race arena. The event was framed in tons of branded content, reports, background stories and star portraits of every participating bunny.

This sports themed live marketing campaign was anchored by a famous German sports commentator, and broadcasted live from a specificially built TV race arena, on the 9 biggest private TV station in Germany at prime time and online on the YouTube homepage, Bild.de (website of Germanys biggest newspaper) and MediaMarkt.de

The goal was to communicate a rather unspectacular 5% discount promotion in a whole new, content-driven and entertaining live marketing event.

The event served to draw attention, encourage customers to watch the live race, root for their favorite bunny and take part by shopping at Media Markt. In case of a win, customers had to collect their voucher at the store, creating another need for a purchase. The campaign created a lot of awareness and multiple activational impulses in just one stroke, making Media Markt not just the biggest German entertainment electronics retailer, but also entertainer in Germany.