Mars Canada begins Speck-tacular egg hunt
By Adnews Staff
Candy company Mars Canada has begun a new campaign for its M&M's Speck-tacular Eggs product. The campaign includes two 30-second television commercials, as well as point-of-sale and online advertising. The creative invites consumers to collect eggs hidden within a website at <http://www.jointhehunt.ca>. Each egg is worth a certain number of points. Points can also be gained by finding ID numbers in specially-marked packages of the candy, as well as on banner ads running on 260 websites. Participants who accumulate high point totals can win instant prizes or one of three trips to New York, Las Vegas or Orlando. "The virtual egg hunt was an extraordinary idea for the brand that builds on multiple platforms to engage the consumer," said Christine Parent-Inch, brand director at Mars Canada. "The entire campaign encourages participants to experience the brand through a virtual world that they can explore and tap into in a multitude of ways." The national campaign was developed by Proximity Canada, BBDO Toronto and Firstborn Multimedia. The contest will close on June 30.