MUSE Gold

United States

2021

Digital Teal Easter Bunny Hunt

Entrant Company

FARE

Category

Social Media

Client's Name

YumEarth

Sub-Category

Contest / Promotion (NEW)

FARE, the world's largest non-profit organization dedicated to food allergy awareness, education, research, and advocacy had to get creative this Easter to find a way to launch a contest around a holiday focused on eggs, a major allergen for 32 million Americans. With COVID changing the way many people celebrate holidays, we had to figure out how to get people excited about a contest they could participate in from the comfort of their homes. Enter the Teal Easter Gunny Hunt. We hid 10 teal-colored cartoon Easter bunnies across our website for people to find over the course of three weeks. Every other day we would release a new clue on our Instagram and encourage people to use that clue to hunt for the bunny on our website. When they found a bunny, they would click it and be brought to a webpage that asked for their information and then told them how many more bunnies they had left to find. This contest was a huge success for the FARE team as it was a new collaboration between tech, web design, creative, and social that delighted thousands of people across the US. The three-week-long campaign grossed just over 4,000 entries from nearly 500 individuals, with just shy of 1 million impressions

Credits

Creative Director / FARE
Jonathan Cane
Assistant Director, Digital Marketing & Operations / FARE
Brendan Coakley
Senior Marketing Manager / FARE
MacKenzie Masten
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