Mars Wrigley brand Maltesers has launched a new campaign featuring an augmented reality partnership with Snapchat.
Maltesers Bunny
The Maltesers Bunny 2020 Campaign, created by AMV BBDO, broke ahead of the Easter period on 27 January and will run across Instagram, Facebook, Snapchat and on posters.
AMV BBDO’s creative focuses on the theme of several delicious, malty and mischievous Maltesers Bunnies escaping from the factory.
The campaign calls for the nation’s help to contain the bunnies, which are “breeding like rabbits”, and incentivises everyone to get out and find them.
It shows the bunnies breaking through a layer of chocolate, and urges people to “See Them, Catch Them, Eat Them”.
Snapchat
The partnership with Snapchat involves the platform’s first-ever AR scavenger hunt. It allows seekers to virtually catch a bunny for the chance to win the £5,000 prize.
Consumers can scan the Snapcode on Maltesers’ OOH posters in order to take part. When they open their Snapchat app and use the Maltesers Bunny lens, they will be given the nearest Bunny location code for an OOH poster site.
They will see immediately if they have found a Golden Bunny or if they have to keep searching.
In-store, shoppers can win a daring day out by just checking online if they have caught a bunny.
Multiple short video ads have been created and will run across the social media channel and at various out of home locations.