CASE STUDY: Ben & Jerry’s Easter Hunt
50,000 prize filled virtual Easter eggs, 10 hidden golden egg NFTs and 46,000 players taking to the streets in a giant easter egg hunt.
With Australia and New Zealand’s retail shops open for business and the Easter public holiday just around the corner, Ben & Jerry's Australia challenged us with creating an exciting campaign that would get customers out onto the streets and heading into Ben & Jerry’s Scoop Shops. To drive foot traffic and retail spend, together with 3D studio Austella we created a giant virtual easter egg hunt where players collected prize filled virtual eggs, dropped around Ben & Jerry’s Scoop shops, before redeeming them in-store. The eggs contained a variety of prizes, and with the campaign generating an average dwell time of three and a half minutes, players certainly took notice! Additionally, with each egg being a unique, trackable digital object, called Vatoms, once they were dropped on the map the eggs provided valuable data and insight about consumer preferences for Ben & Jerrys.
Contact free Integration with Point of sales systems
To integrate the Easter Hunt with point of sales systems, we developed a simple, Vatom powered redemption method that was contact-free and required no additional hardware or software installation, which allowed the campaign to both minimise overheads and be COVID-19 safe. To redeem their prize, players would simply head to their nearest participating venue and show their prize to the server. Once the server had visually confirmed the prize, they would present the player with their venue specific QR code to scan, which would render the prize redeemed.
Hiding limited edition NFTs in the real world
To add an extra dash of easter spirit, Ben & Jerrys asked us to drop 10 limited edition golden egg NFTs for players to find. Instead of auctioning these golden eggs to the highest bidder like a regular NFT, players could only get their hands on one by heading outside, finding an egg and collecting it in Augmented Reality. To make things more exciting, these exclusively minted NFTs were hidden inside regular egg Vatoms, meaning when lucky players cracked one open, instead of a regular prize they found a gold NFT egg and a year’s worth of Ben and Jerry’s ice cream inside! The golden eggs were placed on the Ethereum blockchain for users to keep, sell or trade with other NFT collectors.
How gamification motivated 46% of users to sign up for further marketing
With 46% of players signing up to receive further communications from Ben & Jerrys, the Easter Hunt also generated a large pool of consenting consumers that would be interested in future offers, sampling and campaigns. Using the principles of gamification to create an enjoyable, easter egg hunt style experience provided players with real value in return for their attention. Using the BLOCKv platform and Vatom technology provides brands not only with a new avenue of communication, but also the opportunity to capitalise off their campaign’s success by using the Vatom network as a new avenue for consumer engagement, one that generates consistent value over time for consumers and businesses. If you want to find out more about what Vatoms can do for you, email us at info@blockv.io or drop us a message on our social media channels and we’ll be in touch.