Egg Hunt
- Brand
- Diesel
- Year
- 2025
- Objective
- Product Launch
- Industry
- Fashion & Beauty
- Mechanic
- Adventure & Quest
- Platform
- App
- Agency
- MONOGRID
Objective
Diesel opened Milan Fashion Week 2025 by cancelling its own runway show. Creative director Glenn Martens wanted to hand the front row to the city rather than the industry, so the SS26 collection premiered as a public street hunt instead of a seated presentation. The move let Diesel stage a mass offline gathering that reinforced its positioning as the anti-luxury alternative, pulled sign-ups into its own app, and generated outsized media and social coverage on the most crowded night of the week.
Solution
Players register in advance at dieselegghunt.com, then open the app on the evening of the hunt to a live map of central Milan showing 34 giant transparent egg cases scattered across 18 locations, each holding a model dressed in an SS26 look. They walk the city to find an egg, scan the QR code on the case, and the look is added to their collection inside the app; the map then points them to the next one, tracking their progress and unlocking bonus content as they go. Piazza Beccaria serves as home base with live music while the hunt runs, and whoever scans every egg first wins customized SS26 pieces, denim looks, and a 1DR-Dome bag, with the night closing in a celebration at the Duomo.
Results
8,000+ participants took part in the hunt, generating 24,500 QR code scans; 500 players scanned every egg to complete the challenge. The app passed 5,000 downloads by 5pm on the day of the event, on top of 3,000+ pre-registrations before the hunt opened.
- 1
The hunt is announced in advance as free and open to anyone; entry is a simple registration on the game's own website, with no native app to download.
- 2
The session opens at a fixed time and place: a public square doubling as a live-music kickoff hub, free to attend, that also serves as the game's starting point.
- 3
The core loop is an urban scavenger hunt: a real-time interactive map marks dozens of locations around the city, and at each one the player finds a large transparent installation housing a live model in a full outfit, then scans an on-site QR code to add that look to their collection.
- 4
Each scan unlocks bonus content tied to that look and updates a live progress tracker, while the map dynamically points the player toward the next uncollected location.
- 5
The objective is to scan every installation before a set cutoff time, with the fastest full collectors winning the round.
- 6
Prizes are tiered by finishing speed, ranging from a fully custom outfit for the quickest finishers down to a denim look and then a single accessory for those who finish later.
- 7
The hunt closes with a shared public celebration at a central landmark, where everyday participants mingle with the models, performers, and designer who took part in the hunt alongside them.
