Cadbury - Mini Eggs
For the second consecutive year, M2 Universal and Cadbury entrusted Astral Mix with the mission of starting a craze with young people for their line of Mini Eggs Easter chocolates. A contest message on the French and English Teletoon stations and on Vrak invited young people to participate in the Cadbury Bunny’s Egg-cellent Egg Hunt, a game developed by Teletoon and Astral Mix specifically for that client.
Accessible from the sites of each station, the microsite offered a wealth of information about the product and provided entry to the game, designed to inform people about the four different types of Mini Eggs by actively integrating them into the game. The Bunny’s goal was to find all the Mini Eggs, using the Micro Mini Eggs to shrink himself and squeeze into small spaces, the Mini Eggs Dark to make nightfall and reveal hidden eggs, and the Mini Popping Eggs to blow-up any pesky obstacles. A weekly cash prize and a fun game proved to be the ideal combination, leading to record participation in the contest of 284, 753 entries.