Due to the current pandemic, people are cancelling all kinds of outdoor events. Easter 2020 was the same story. Kids and parents all feared the lockdown would jeopardize one of the most beloved traditions of any European family: the Easter egg hunt. But as one of the most iconic chocolate brands, Milka felt responsible for giving people an inspiring and unforgettable Easter experience.

Milka partnered with the top Fortnite influencer Maximilian Ioan (with more than 1M followers) to build an epic Easter Egg Hunt inside the game. The brand created a whole map with unique and breath-taking landscapes of the Alps and invited thousands of kids and parents to find Easter eggs there while staying safe at home.

Fortnite was the most played game over the Covid-19 lockdown, so there was no better place to launch this experience.

The hunt was originally launched in Romania, but the map was played by gamers all across Europe.

Just after the launch of the map, gamers of all ages started to play. Even top Fortnite influencers joined the hunt and more than 50,000 eggs were found.

The idea had more than 6 million impressions and it became the most talked about Easter campaign in Milka history.

We gave a new meaning to the gaming term “Easter egg”.