Lindt launches Gold Bunny Hunt in new Easter campaign
Lindt is launching an integrated Easter campaign inviting consumers go on a hunt for its chocolate Gold Bunny and have the chance to win $20,000.
The Gold Bunny Hunt campaign, created by DraftFCB, is the first major marketing push the brand has initiated for the Easter season in the past two years.
Consumers will initially be asked to undertake an online hunt and gather points to go in the running to find the Lindt Gold Bunny. The top 10 scorers on the online ‘Bunnyboard’ will then be flown to a secret location where the final live dig for the Gold Bunny will take place on March 25.
The person who digs up the bunny will win the $20,000 prize, with Lindt donating a further $20,000 to The Children’s Hospital at Westmead, New South Wales.
To promote the campaign a national radio campaign is launching on February 20 on Austereo’s 2DayFM network with a 30 second spot, along with program integration on The Fifi Box Show.
Other supporting activity will include TV and online advertising, point of sale and a supporting microsite which will go live on February 23.
The last major marketing activity Lindt launched during Easter involved a competition where consumers were invited to take and submit photographs of the Gold Bunny placed in ‘interesting’ locations, with consumers asked to vote on the winner.
Credits:
- Client – Lindt
- Agency – DraftFCB
- Creative Director– Simon Edwards
- Writer – Josh Aitken
- Planner – Jonathan Samengo
- Account Manager – James Vincini
- Head of Digital & Direct – Alex Roper
- Digital Account Manager – Laura McDonald
- Senior Interactive Designer – Taimi Soome
- Flash Game Development – Zoom and Enhance
- Media agency – Universal McCann
- Sampling Company – Traffik
- PR Agency – Entwistle PR
Linkedin
I expect it will be held at goldbunny.com.au, which redirects to the Lindt website.
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Is it just me, or does easter start earlier every year? This year it seems like the easter eggs in supermarkets came out as soon as the christmas stuff was out.
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Surely it should be the Gold Bunny Hundt.
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has anyone gotten past the first level yet? i’m curious as to how tricky / complex the games get as they progress. would be interested to see what the sixth level is about…
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are bunnies breeding so fast that we have to start easter earlier every year to accomadate them all.
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hi just got onthe game hope to have some fun
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I, too, have just started. It is fun.
Have you seen some of the higher scores ??
Maybe that gold bunny is sitting somewhere
laughing his whiskers off.
I think you are right Geoff.
The bunnies are breeding faster to catch up with the demand,
I mean, a Lindt bunny is so yummy.
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