Tesco launches online egg hunt

Tesco is getting into the Easter spirit by launching a “Find the Eggs” marketing campaign, which uses Google Street View technology to allow consumers to scan their neighbourhoods to find virtual Easter eggs.
As part of the game, thousands of virtual eggs will be hidden on streets across the UK on the Find the Eggs website. To take part, players can visit www.tesco.com/find-the-eggs from a computer or mobile phone and use GPS or type in their postcode to begin their search. They can then navigate their way through their local streets to hunt down the virtual eggs which can be exchanged for prizes.
Once players have found three eggs they win a chocolate bunny, which can be claimed in store or online using a secure digital coupon. As well as chocolate prizes, there are special golden eggs hidden – players who manage to track down one of the golden eggs will win a tablet computer.
The campaign, which builds on the retailer’s Christmas Pull-a-Cracker Twitter push, also enables Tesco to capture email addresses of participants to add to its marketing database for future activity.
Tesco head of social communities and insight Jude Brooks said: “Our customers loved Pull-a-Cracker at Christmas, so for Easter we wanted to find another way to bring people together online to join in the fun. The Easter egg hunt is a much loved tradition and this year we’re giving it a digital twist.”
The online activity will be supported by Easter egg hunts taking place in selected stores in the run up to Easter, and a new 30-second TV ad will air launching on March 24.

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