Cadbury World Wide Hide
- Brand
- Cadbury
- Year
- 2022
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- Quest
- Agency
- VCCP
Objective
Cadbury created a global virtual Easter campaign to engage consumers through an interactive egg-hiding experience. The campaign aimed to drive brand engagement during the Easter season across key markets (UK, Ireland, Australia, and newly South Africa) by combining digital entertainment with the tradition of Easter egg hunts. In 2022, the campaign expanded with new partnerships, including Manchester United, to amplify reach and cultural relevance.
Solution
Worldwide Hide is a web-based Easter egg hunt experience where users hide three-foot virtual eggs anywhere in the world and create personalized clues for friends and family to discover them. Players can share their hidden eggs via custom clues across the platform. The campaign operated across digital channels in four markets. The 2022 edition featured an exclusive partnership with Manchester United and was marketed as bigger than the previous year's inaugural campaign.
Results
The inaugural 2021 campaign generated 800,000 virtual eggs hidden and led to a sell-out of limited-edition Cadbury products. Specific metrics for the 2022 edition were not disclosed in available sources.
