Whittaker's is taking the wraps off its Big Egg Hunt in support of the Starship Foundation, thanks to the creative digital efforts of Curative and its development partner 96black.
The agencies created thebigegghunt.co.nz to detail a campaign that will see 100 giant eggs, decorated by artists, hidden around Auckland, Wellington and Christchurch until 22 April.
The Wordpress site and selected social channels will be used to push more content to visitors once the eggs are revealed publicly on Friday, says Starship Foundation marketing and communications executive Rosalyn Lambert.
"We will be able to encourage people to get out and hunt by using the special maps, show designs of eggs, share clues to find eggs, encourage people to get involved with the campaign by attending events in each city and show people how the campaign will benefit Starship and its patients through our auction of the eggs," says Lambert.
Eighty of the 100 eggs will be auctioned on Trade Me with 20 auctioned at a gala in April, with proceeds raising funds for Starship.
The campaign uses Facebook, Twitter, Instagram and YouTube and Lambert says the foundation wanted to capitalise on strong visual elements with "Egg-stagrams" shared on Instagram. It's using the hashtag #BigEggHuntNZ across Twitter and Instagram.
There's also a YouTube video showing the campaign preparations underway.
The foundation's site acts as the main information resource, with information about the participating artists, maps to guide egg hunters, along with news and events.
Whittaker's will launch its own site for the campaign tomorrow at whittakersegghuntco.nz. Whittaker's brand manager Jasmine Griffin says that site, which currently has a countdown clock, was made in partnership with Assignment Group, MBM and Tell Digital.
The campaign also has an app which can be downloaded from the Whittaker's Egg Hunt site.