A year in a global pandemic, Cadbury chooses to launch a 100% virtual Easter egg hunt that lets you place digital Cadbury Eggs on Google Maps.
And then you can send personalized clues to your loved ones to help them find it.
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Easter egg hunts are a whole load of fun. Except for this year, they will likely be confined to our backyards again… But Cadbury is ready: the brand has created a totally virtual Easter egg hunt using Google Maps.
The “Cadbury Worldwide Hide” experience lets consumers “hide” a Cadbury Egg anywhere on Google Maps and then send a clue to a loved one to help them find it. Clues can be shared via email, link, or WhatsApp. There is also an option for you to buy and send a real egg as a reward once the virtual one is found.
The digital experience was created by VCCP: “Working closely with Cadbury and their partners, we developed a scalable cloud platform that ensures a seamless user experience whether you’re taking part for fun, or buying an egg for your loved one. … In a time when travel is severely curtailed, we hope this allows the public a little bit of nostalgia and escapism, while showing they care.” said Mark Sweatman, head of technology at VCCP CX.
“This year, we felt it was important for us to create something that would help people feel close, even when they cannot be together. There is something so generous in taking the time to hide an egg at Easter, and we wanted to capture that in a way everyone could do,” added Markéta Kristlová, senior brand manager for Easter U.K., Mondelez International.
Last year, Cadbury had to halt its traditional annual Easter egg hunt activity due to the coronavirus pandemic.
Client: Mondelēz International
Senior Brand Manager Easter: Markéta Kristlová
Junior Brand Manager Easter: Katya Savelieva
Brand Manager Seasonal Ireland: Maighréad Lynch
Media MEU & Global Digital Media: Hamish Stacy
Marketing Activation Director Seasonal: David Clements
Associate Director Marketing Cadbury: Colin O’Toole
Agency: VCCP
Executive Creative Director: Darren Bailes
Creative Director: Chris Birch and Jonny Parker
Creative Team: Abigail Williams and Matt Holmes
Business Director: Matt Smith
Senior Account Director: Charlie Griffith
Senior Account Manager: Matt Reed
Group Planning Director: Oliver Waterstone
Planning Director: Alana King
Planner: Luke Alexander-Grose
Creative Producer: Pete Lewendon
Integrated Project Director: Jon Dewart
Agency Producer: Nosisa Majuqwana
Production Company: Friends Electric
Director: Ewan Jones Morris
Producer: Giles Nathan
Post Production: Electric Theatre Collective
Post Producer: Marie O’Brien
Editor: Ben Stephens @ Final Cut
Sound Design: Tony Rappaccioli @ Wave Studios
Media Agency: Carat
Consumer PR Agency: Golin
Community Management: ELVIS
Cadbury Worldwide Hide platform (VCCP CX):
Chief Design Officer: Jonny Goodall
Chief Experience Officer: Adrian Gans
Head of Technology: Mark Sweatman
Head of Project Management: Pete Hadden
Creative Director: Jon Bancroft
UX Director: Neil Challis
Technical Director: Phil Beaman
Project Director: Hazel Coleman
Lead Producer: Harriet Fenton
Senior Producers: Dani Hammersly, Laura Richardson
UX: Kirit Chaudery
UI Design: Andy Potts, Matt Brady, Linas Jovaisas
Engineering and Data: Nigel Toole, Gustavo Rodrigues, Ali Kizildag, Russell Handy