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Tesco launches innovative Google Map Easter Egg hunt

Today Tesco launched a brilliant (dare I say cracking?) Easter campaign with their online interactive egg hunt #Find The Eggs.

Users are being encouraged to visit  www.tescofindtheeggs.com  and enter their postcode, following which they’ll find a Google Street View page which has thousands of virtual eggs hidden in the area.

As well as providing a fun distraction on a Friday afternoon, Tesco has incentivised users by promising free MaltEaster chocolate bunnies for all users who find three eggs, and a Samsung Galaxy Tab 2S for those who find a special golden egg.

In order to locate the eggs you must use the Eggdar (egg radar), which, unsurprisingly, can only be activated by liking the Facebook page.

Easter Egg Hunt

The concept is brilliant on a number of levels – every user has a personalised experience, there’s effective scope for social media engagement, and the campaign is instantly understood.

It also has universal appeal – children are obvious candidates but so too are bored office workers who will emit disproportionate squeals of delight at finding an egg near their drive.

Jude Brooks, head of social communities and insight at Tesco, said: “The Easter egg hunt is a much loved tradition and this year we’re excited to be giving it a digital twist. We hope that people from across the country get online and search for the virtual eggs hidden on their street and even hide some for their friends.”

The campaign is set to expand next week, with the launch of a TV ad featuring a family settling down to enjoy an Easter lunch whilst the youngest focuses all her efforts on finding that final egg in a classic Easter egg hunt.

Have a go yourself (and let me know if you can find three eggs in Edgbaston, I’ve spent far too long failing miserably this morning).

Posted by:

Jade Mansell is a Senior Account Executive at WPR Agency where she works on a number of top consumer accounts and discusses the merits of Harry Potter vs Twilight. She graduated from Oxford with a degree in History and enjoys absorbing the cultural delights of Birmingham, where she lives with her twin sister . Follow her on Twitter : jade_mansell

  • http://twitter.com/TriciaGroom Patricia Groom

    Edgbaston is properly populated with eggs now: I suspect it randomly allocates locations for the blues. Possibly they ran out of blue eggs and had to restock – there’s plenty there now.

    • http://twitter.com/jade_mansell Jade Mansell

      Haha thanks, I had a look and there were loads! Cheers :)