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M&M Join the Hunt
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Created: 01/25/09
Last Edited: 01/29/09
Views: 295
Appreciations: 27
Comments: 4
In their first collaboration, Proximity Canada and Firstborn launched a massive online initiative for the M&M´s 2009 spring promotion. Join the Hunt campaign invites consumers to find and
collect PIN codes hidden online and inside specially marked packages of these
speck-tacular eggs. The more points a user redeems, the better their chances of
winning thousands of instant prizes or one of the three grand prize getaways to
New York, Las Vegas or Orlando.
This project has been going on since I first started as an intern at Firstborn. I worked mostly with the conceptual parts of it. In the original concept, the website was to exist as a means for users to create a profile and keep track of their point totals. While the key purpose of this campaign was to drive physical package sales, our team felt strongly that the online presence should draw the user deeper into the experience of the campaign that the hunt should expand beyond in-pack PINs and we could literally create an egg hunt across the web. We came up with the idea to purchase external domain names for which we created mini websites with even more hidden eggs. And from there I worked mostly with the concept for the external sites and games. We felt this strategy would provide the perfect platform for the user to interact more intimately with the brand and would surround them with most opportunities possible to redeem points. I also made some sketch comps that was refined and put in the site.
Join the hunt before all the eggs are gone!
www.jointhehunt.ca
This project has been going on since I first started as an intern at Firstborn. I worked mostly with the conceptual parts of it. In the original concept, the website was to exist as a means for users to create a profile and keep track of their point totals. While the key purpose of this campaign was to drive physical package sales, our team felt strongly that the online presence should draw the user deeper into the experience of the campaign that the hunt should expand beyond in-pack PINs and we could literally create an egg hunt across the web. We came up with the idea to purchase external domain names for which we created mini websites with even more hidden eggs. And from there I worked mostly with the concept for the external sites and games. We felt this strategy would provide the perfect platform for the user to interact more intimately with the brand and would surround them with most opportunities possible to redeem points. I also made some sketch comps that was refined and put in the site.
Join the hunt before all the eggs are gone!
www.jointhehunt.ca
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