An epic success for the New World Epic Easter Hunt

Store-wide egg hunts have been a cornerstone of New World’s Easter activations since 2011. This year New World and 99 delighted customers by taking the hunt to a whole, epic, new level – with an augmented reality app.

New World’s Epic Easter Hunt let you chase down the Easter Bunny’s lost eggs. A first for the category in New Zealand, the player searched out unique AR markers found in New World’s 138 stores nationwide, print ads and online. Scanning them with the app triggered a kid-friendly egg chase, set amongst the world around the player. The intrepid egg hunter then had 45 seconds to tap all the eggs, building a collection along the way. Those eggs could be traded in for a real chocolate egg.

Players could also share photos of themselves – or their young egg-chaser – with the Easter Bunny to their own Facebook page. There was also the well loved paper and pencil version of the Easter Hunt in store to ensure the fun was accessible for everyone.

Across the promotion’s 4 weeks, the game definitely spread happiness across the nation. It was downloaded 29,022 times. There were 128,717 markers scanned and 115,506 games played. It shot to #1 in the iOS App Store (entertainment free app category) and #2 in Google Play (games category free apps). And a whopping 751,298 eggs were caught across NZ.
“New World is all about happiness in its many forms and the Epic Easter Hunt helped make many children and their parents happy up and down the country. We combined a fun mobile game with little Easter egg treats and it was amazing to see how engaged our shoppers were. Seeing the delight on kids’ faces as they collected eggs around our stores was fantastic – even when the ‘kids’ weren’t that young! It’s been a great experience rethinking what a trip to the supermarket can be and playing with different technologies. We’re excited about how else we’re going to do that in the future,” says Stephanie Pyne, New World Head of Retail Marketing.

If you missed the fun, check out this charming user-generated video of the game in action by another blogger, Melissa Jack of Auckland, at New World Kumeu here.