The Cadbury Live Egg Hunt, a first of its kind, fully immersive social experience for Facebook Live. An interactive Easter egg hunt that anyone could join from anywhere, reimagining the traditional Easter egg hunt in a playful way that would appeal to young adults.

People could enter and explore the animated 360° world in search of Cadbury Easter eggs. The first person to spot an Easter egg and comment on its location in the virtual world was rewarded with Cadbury Easter eggs in the real world.

The Cadbury Live Egg Hunt couldn’t be set in just an ordinary backyard. We created a fantastical garden, with Aussie characters and details featured throughout. Our illustrated world was created in traditional cell animation and transformed into a 360° environment via Z-depth. Using an open source broadcasting system to interact with Facebook Live’s API, allowing us to upload an animation as a live stream.

The Cadbury Live Egg Hunt was announced via a teaser Facebook video post on March 11, 2017, exactly five days before the official launch of the Live Hunt.

Then, on the night itself, a countdown clock appeared 30 minutes before the Cadbury Live Egg Hunt went live.

On March 15, 2017 at 7pm AEST, the Cadbury Live Egg Hunt went live on Facebook. People could intuitively navigate around our 360° world by simply moving their smartphone in any direction using its accelerometer, swiping and commenting on egg location. Over the course of the experience, eggs were programmed to appear in different locations, using a customised algorithm that increased the number of eggs as more people joined the hunt.

The Cadbury Live Egg Hunt was posted on the Cadbury Australia Facebook page, so our scale was national, rewarding Australians with real Cadbury Easter eggs and rekindling their love for the tradition.

The Cadbury Live Egg Hunt exceeded all expectations for a single Facebook post.

In just one hour, The Cadbury Live Egg Hunt post achieved:

• +1.2 million people reached

• +220,675 participants

• +72,900 comments responded to in real-time

• 5x longer watch time than average social post (0:11 compared to 0:02)

• 90% positive reactions

• +5k total reactions

• 2xThumb stopping rate of 17% vs standard of 8%

• Coverage from digital and trade media

Other KPIs

• $81,645 AUD Total campaign cost (media and production)

• +7.2 Million people total campaign reach

• ROI: 1,628%

• 4.2% Total Easter sales increase against 2017

• +$1.4 Million AUD increase in sales value