New World sends kids on a virtual Easter egg hunt

Running around the house and backyard in search for chocolate eggs has long been the definition of Easter. Now, New World and 99 have given the popular past-time a modern day twist by putting it into an augmented reality game.

The ‘Epic Easter Hunt’, launched this week across New World, has players searching for unique AR markers hidden in the retailer’s 138 stores, print advertising and website.

When scanned, the app triggers a kid-friendly egg chase set in the world surrounding the user, who then has 45-seconds to tap all the eggs before they disappear.

Those that are collected can be traded in for real chocolate eggs at a New World store.

And for those who are unable to access the hunt via the app, there is also a paper and pencil version available in-store. 

New World head of retail marketing Stephanie Pyne says the brand is all about happiness in its many forms and for kids, Easter is a perfect fit.

“We wanted to embrace the fact that mobile is where it’s at for young and old. Combining a fun mobile game with delicious chocolate rewards is the perfect promo.”

To get the word out, the app was launched with an onboarding video that explains it from beginning to end and mummy bloggers, such as Maria Foy and Vanessa Rehm, have been used to show the game in action.

When it went live on Monday, the app received thousands of downloads in the first few hours. It’s gone on to achieve the number three spot on the Apple iTunes App Store (New Zealand) chart for free apps, as well as the number three spot on Google Play (New Zealand) for free game apps.

99’s newly appointed digital creative director, Jared Isle, says it was exciting to get the prototype in the hands of kids because while adults need to be educated to familiarise themselves with AR, kids find it a completely natural experience.

Demonstrating this are photos and videos users have been sharing online, with one particular video from Auckland blogger Melissa Jack showing off her son’s speed.

This is not the first time a local brand has given Easter egg hunts a virtual twist, as last year, Vodafone created a 360-video in the Winder Garden’s for users to find eggs in.

Last year also saw New World treat their youngest customers (and their parents) to a series of miniature seedling kits to collect and nurture.

The New World promotion will run through to the end of Easter weekend.


Agency: 99
Executive Creative Director: Craig Whitehead

Creative Director: Chris Long

Digital Creative Director: Jared Isle

Director, Tech, Data & Innovation: Greg Forsyth

Head of Digital Production / Lead Digital Producer: Kevin Akers

Digital Producer: Deimos Rikys

Content Producer: Katy Taylor

Design: Simone Lash / Jay Shin

Character Animation: Olly Roy / Gerardo Kemelyen
Managing Director: Paul Manning
Business Director: Kat Sliper
Account Director: Sabrina Vickers
Development Partner: Rush Digital

Client: Foodstuffs New Zealand (New World
Group General Manager Marketing: Steve Bayliss
Head of Retail Marketing: Stephanie Pyne
Head of Digital: David Brem
Retail Promotions Coordinator: Lauren Ness 

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