The World’s Biggest Egg Hunt

About the Client

Fabergé is a luxury Russian brand selling jewlry, watches and more, wiith stores worldwide.

The renown Fabergé egg of is one of a limited number of jeweled eggs created by Peter Carl Fabergé and his company between 1885 and 1917.

Goal

Engage a vast, hyper-local audience in a mobile & physical game therefore embracing The Fabergé brand

Approach

If you’ve walked around NYC during the 2014 Easter holiday, you may have seen almost 300 two-and a half-foot-tall, hand crafted egg sculptures strategically placed in parks, hotels, private clubs, and other landmark locations across the city.

Resolute Digital, alongside key partners, built a platform to enable a highly interactive mobile contest where users navigated to life sized eggs via social media hints & tips. The iOS mobile application used beacon technology to send push messages to the user indicating when they were in a 20 ft radius of one of the beautifully designed eggs. A push messaging communication strategy was also used to let users know when eggs were added, moved or certain community achievements were unlocked.

While standing directly in front of the egg with their mobile device, users had the ability to collect or ‘crack’ an egg for an entry into the contest. The real-time leaderboard kept users both in NYC and outside, engaged and motivated to participate and follow one of the world’s biggest social egg hunts. An integration with Paddle8 also allowed users to bid on the eggs at the close of the contest which contributed to the Studio in a School and Elephant Family charities. Simultaneously, a live Sotheby’s auction bid off eggs by artists like Jeff Koons and fashion designer Ralph Lauren.

Services

  • iOS Mobile App
  • Android Mobile App
  • Beacon Technology
  • QR Code Scanner
  • GPS / Geo Services
  • Google Analytics
  • Third Party API Integrations

Stats

  • ~30,000 users
  • 5 agencies involved
  • 1 world record

Awards

2014 W3 Gold: Mobile Apps - Social Gaming

Press

FastCompany, Architectural Digest, New York Times, The Today Show

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