Background:
Kinder Joy surprise eggs launched in the U.S. in 2017. While the brand is well-known in international markets, it still had trouble gaining awareness in the U.S. Leading up to Easter 2022, Kinder Joy wanted to be top of mind for consumers in the U.S.—both wanting to drive awareness and sales.
The insight:
We found that the "egg hunt" as a family Easter activity has been declining—with TV-watching taking the lead.
The idea:
So we decided to create a digital, AR version of the egg hunt the whole family can enjoy.
The AR Game
The game: Using the Amazon app, customers could look around their environments to search for Kinder Joy Eggs. When they found and tapped on the egg, an animated toy is revealed. Once they collect all six eggs, they earn a reward—$5 off Kinder Joy eggs on Amazon.
People can use their phone camera to search for Kinder Joy eggs in their environments.
When the customer taps on each egg, a toy is revealed!
The 3D Animated Characters
