Mars Canada is running a “Join the Hunt” campaign for its M&M’s Speck-tacular Eggs candy.
Join the Hunt” campaign is anchored by a virtual hunt for M&M’s Speck-tacular Eggs at JoinTheHunt.ca, where visitors can create an account and search for hidden candy eggs, collecting contest points for each egg they find. Each egg has a corresponding PIN code, which contestants must enter into their online account to receive the points; the more points collected, the better the chances of winning an instant prize or one of three grand prize trips.
Visitors can also conduct their search on four microsites hidden within the main contest site, as well as play games to accrue extra points.
Offline, consumers can find PIN codes on packages of M&M’s Speck-tacular Eggs and enter the codes online to earn points. Online banner ads appearing on websites such as MSN.ca, MySpace.com, YouTube.ca, Yahoo.ca, Canoe.ca and TheWeatherNetwork.com also contain the eggs and PIN codes that can be redeemed for points.
I like the concept of using a real world activity (an egg hunt) and bringing it to online and point of sale. The reason I like it so much is because it fits well with a traditional family activity and leverages multiple quadrants in the Tribal Map.
