Nestlé/Garoto - Batom
Easter Egg Radar / J. Walter Thompson Brazil
While the sales of eggs were in a downfall, the number of children with cell phones and tablets kept on growing. Not only are parents sharing phones with young children, many are buying them their own devices. This context made Garoto, a Nestlè owned chocolate brand in Brazil, rethink the way chosen to communicate during easter season, the most important time of year for the brand. If kids are more interested in technology than in old traditions, it was time to put one into the other.
That's why a digital twist was added to the classic Easter egg hunt this year.
The brand created a smartphone app to help kids find their Baton chocolate eggs. During the Easter holiday parents could download Baton’s Easter Egg Radar app to create photo, voice and text clues for their children. Kids were then guided by the Easter Bunny himself to their treats. Garoto also sent special versions of its Baton eggs with a beacon hidden in the wrapping to tech journalists and bloggers with young kids. Once the beacon was activated, they could use the app to follow the Easter Bunny and find out if they were getting ‘hotter’ or ‘colder’ to the chocolate egg.