Branded content is still a rare sight in the German advertising landscape, especially on TV it is almost non-existent. That's the reason why this live marketing campaign marks a revolution in German advertising. Live branded content across all media channels that is able to fascinate, involve and activate new and existing customers in a high scale performance like The Rabbit Race has done has never been achieved in Germany, if not even Europe.

The Rabbit Race was teased and presented like a major sports event, with a famous sports anchor presenting live from a specially built TV race arena. The event was framed in tons of branded content, reports, background stories and star portraits of every participating bunny.

This sports themed live marketing campaign was anchored by a famous German sports commentator, and broadcasted live from a specificially built TV race arena, on the 9 biggest private TV station in Germany at prime time and online on the YouTube homepage, Bild.de (website of Germanys biggest newspaper) and MediaMarkt.de

The Easter Bunny Race turned Media Markt from biggest German electronic entertainment retailer to biggest entertainer over night, creating a never before seen and revolutionary live marketing event that Media Markts target group enjoyed to watch, follow and share.

A content format broadcasted live at prime time, on the 10 biggest German TV stations , as well as online on YouTube's frontpage, Bild.de (Germany's biggest online newspaper) and MediaMarkt.de

The result:

21 Mio. live viewers.

+ 250 Mio. overall campaign net reach.

+18.2% customer increase .

+250% interaction and +40% more followers on facebook.

+ 208% more followers on Twitter.

- #OsterhasenRasen generated roundabout 6.3 mio. twitter impressions.