The egg hunt has long been an Easter tradition. With “Join The Hunt” we took it nationwide and interactive, creating the World’s Most Speck-tacular Egg Hunt. Inside every pack of M&M’s Speck-tacular eggs was a unique PIN code worth ballots into a grand prize draw. Virtual eggs in banner ads and throughout the environment, mini-games and secret content of JoinTheHunt.ca also carried PIN codes. The more you find, the better your odds of winning. To reward purchase, in-pack PINs also offered the bonus chance of instant prizes. Vibrant packaging, POS, promo TV, and online media were the main traffic drivers.Banner ads did double duty, driving awareness and traffic while having PIN codes built right in to make them part of the hunt itself. Clues as to which sites would be running banners, were available at JoinTheHunt.ca.

Unique visitors/day: Over 3,000.Average time spent/visit: 7 minutes.PIN codes submitted as of March 16, 2009: Over 150,000.Customer demand volume triple vs. previous year.