Cadbury World Wide Hide

Cadbury believes that there is a glass and a half in everyone, and we use our platforms to bring people together. This year, we wanted to enable human connection, even if physical connection was impossible.

And this Easter – a time when people would get together and share chocolate eggs – How could we rise above the lack of human contact of the pandemic, and still bring people together and show that there’s a glass and a half in everyone?

We flipped the classic family and friends Easter game ritual of an easter egg hunt on its head and focused on not just the finding of eggs, but highlighting the generous act of hiding an egg for someone you love.

Easter egg hunts would usually be done at family gatherings, indoors or outdoors in parks, and gardens up and down the land. But with physical connection being restricted by the global pandemic we set out to connect people across the UK through the power of generosity, and still hiding eggs in real places… online.

To do this, and successfully recreate easter eggs hunts and own the ritual of hiding eggs, we created a digital experience to drive awareness, shift perceptions and get people to see the magic of hiding eggs for one another.

HOW WE DID IT

The Cadbury Worldwide Hide is a game where you could hide an egg anywhere in the world for a loved one. You’d then send them a clue and once found, a real Cadbury Easter Egg could be delivered to them.

We used cutting edge cloud tech along with innovative Google Maps integrations to create a fully accessible platform that immerses the public into a unique hide and seek experience. Using a user-centred approach, our journey integrated systems across CRM, e-commerce and fulfilment. Fully utilizing Google Maps Street view we really brought the feelings and fun of easter eggs hiding and seeking in the real world, online. Delivering a seamless fun experience whether you’re taking part for fun, or buying an egg for your loved one.

HOW DID IT DO?

A week before Easter Sunday, we had sold out of eggs.

There were over 2.26 million site visits with an average time spent on the platform of almost 5 minutes.

Over 800k eggs were hidden in total and 14.5k eggs bought.

The Cadbury Worldwide Hide platform was the no. 1 Mondelez website globally, and a couple even used the platform for a marriage proposal!

2.6m

SITE VISITS

800,000

EGGS HIDDEN ONLINE

14,500

REAL CHOCOLATE EGGS BOUGHT 
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