The campaign calls for the nation’s help to catch the bunnies, which have ‘escaped’ from the Maltesers’ factory and are “breeding like rabbits”.
Snapcode on posters
It shows the bunnies breaking through a layer of chocolate, and urges people to “See Them, Catch Them, Eat Them”.
The campaign was created by Abbott Mead Vickers BBDO and bought by MediaCom, and will run across Instagram, Facebook, Snapchat and on posters.
To take part, users open an app to play with the Maltesers Bunny Lens, and using location tracking technology across 1,300 sites across the UK will receive the address and distance to the nearest Maltesers Golden Bunny Snapcode, printed on 650 posters across the country.
As Snapchatters point their phone’s camera at the Snapcode printed on the poster, they can watch as the Maltesers Bunny comes to life and find out if they have found a golden bunny or if they need to keep searching.
AR scavenger hunt
Chirag Shah, seasonal senior brand manager, Mars, said the game is a ‘one of a kind augmented reality scavenger hunt’, which is fun and interactive.
“Coming up with a media first idea was always going to be exciting; giving the public a chance to catch these escaped, chocolate bunnies in augmented reality,” added Alex Smith, creative, AMV BBDO.
The campaign kicked off on January 27 and the nation has until February 23 to catch the bunnies.