The Lindt Gold Bunny - the original Easter icon - was being threatened by cheaper, inferior imposters. We needed to rekindle people's love for him. In the lead up to Easter 2012, we hid the cheeky little Gold Bunny in an amazing Swiss Lindt wonderland and published it across the web, mobile sites, Facebook, in press ads and outdoor sites, encouraging the public to hunt for the frequently relocating Bunny. The four-week campaign resulted in 114,038 unique site visits, with an impressive average dwell time of 5 minutes while people tried to hunt the Bunny down.
Not only did we hit a 95% sell out rate and 10% increase in previous year's sales, we proved that with a simple idea, you don't need to bribe people with big cash incentives or resort to complicated gimmicks to engage them.
