M&M's Speck-tacular egg hunt

DESCRIPTION

The egg hunt is an Easter tradition that confectionary brand M&Ms wanted to take ownership of, in association with its Speck-tacular Eggs product.

The chocolate brands invited consumers to take part in a virtual egg hunt,  finding and collecting eggs with PIN codes and point values hidden on the web and inside specially marked packages of M&Ms Speck-tacular Eggs. By collecting points, consumers could improve their chances of winning thousands of instant prizes. The egg hunt was promoted through a TV campaign driving people to jointhehunt.ca. There, users could find animated characters or Red and Yellow brought to life and register to begin their search for hidden eggs strategically placed around the site. A total of 16 eggs were hidden on the site in four games that participants could play and win. Further website hidden within the main site also contain eggs, including www.specktacular.ca, www.checkthenest.ca, www.lookunderthebridge.ca and www.emptythebowl.ca. Further eggs and PIN codes could be found via banner ads placed on approximately 260 web sites, including MSN.ca, Yahoo.ca, Canoe.ca and Myspace.com to reach consumers going about their regular internet searches. In store activity and specially marked packages of the Speck-tacular Eggs also help boost a contestant’s points.

The activity runs until June, with the prizes being allocated in July.

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