99’s AR-based egg hunt is back in store, with brand new delights and surprises. For the first time, players have the opportunity to take home New World’s Easter bunny mascot in the form of a limited-edition soft toy.
First launched in 2017, the mobile game lets New World shoppers search for AR markers in the aisles. When found, they explode with digital eggs for the player to collect. In the run- up to Easter weekend customers (and more importantly their children) can collect dozens of colourful eggs, sharing their collection with other enthusiastic hunters.
New World’s bunny mascot has always been a large part of the success of supermarket’s Easter promotions, and this year shoppers can win one to take home. New World has produced 1,500 huggable soft toys, which can be instantly won by catching the very rare Golden Egg within the game. Each soft toy won comes with a bunny birth certificate for winners to fill out.
Says Lauren Ness, marketing manager, Foodstuffs: “It’s so great to see people’s excitement when we launch the Epic Easter Hunt each year. But this year it’s an extra treat to see the photos parents have sent us of their children excitedly hugging our bunny.”
In the few days since launch, the Epic Easter Hunt has already reached the Top Ten in Entertainment and Casual Game categories.
In previous years, the Epic Easter Hunt has picked up three gold NZDM Awards, three Bronze Axis Awards and won the Retail category at the TVNZ Marketing Awards.
Creative & design departments: 99
Production partner: Pixel Project
Client: Lauren Ness – Marketing Manager