The Virtual Egg Hunt
Milka
Issue 55 | June 2020
Agency
DAVID, Madrid
Creative Team
Global CCO Pancho Cassis Executive Creative Directors Saulo Rocha, André Toledo Creative Directors Fred Bosch, Álvaro Palma Copywriters Luis Giraldo, Miguel Ángel Gómez, Guilherme Pinheiro Art Directors Felipe Antonioli, Mariana Valderrama
Production Team
Head of Production Diego Basualdo Production Company Gameset, Poland
Other Credits
Other Global COO Sylvia Panico Account Director María García Herranz Strategy Director Patricia Urgoiti WPP Team Lead Milka Nadia Katsiouli WPP PMO Lead Milka Melina Boelen WPP Global Creative Lead Milka Stephan Vogel WPP Global Strategy Lead Milka Brian McCarter PR Isabel Amaro Clients Global Director Milka Godert Van Den Heuvel International Brand Manager Lavinia Ghinescu Junior Brand Manager Ana Maria Mircea
Date
April 2020
Background
When the pandemic confined millions of people to their homes, forcing families to cancel all kinds of outdoor events and stay isolated, it looked as if one of Europe’s most beloved traditions, the Easter Egg Hunt, would be put on hold until 2021
Idea
Milka set out to recreate the traditional Easter Egg Hunt but within the virtual world of Fortnite.
Maxsialtele, one of the biggest gaming influencers in Europe, designed a map in Fortnite with unique Alpine landscapes. Kids and parents were invited to become Easter bunnies and search for eggs all the while safe at home.
Milka’s social channels let people know about the game and Maxsialtele promoted it on his YouTube channel.
Results
There were 33,905 interactions in Fortnite on Easter Day, 40,605 views in two days, with 95% positive sentiment from those who played the map.
Our Thoughts
One of the problems of lockdown has been boredom. Giving people novel experiences like this is a nice, friendly thing to do.
If previous slumps and recessions are anything to go by, Milka will be rewarded with greater loyalty once Romania embarks on slightly better times.