Documented execution · M&M’SContent Creation & Participation
M&M’S ARcade
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Content Creation & Participation
Worldwide Hide
Reference caseAn external reference for study and inspiration, not our portfolio.
A person hides a virtual egg on a map and sends someone a personal clue.
BrandCadbury
LocationUK, Ireland, Australia and New Zealand
DateLaunched in March 2021 according to the agency interview on Google Maps Platform.
Agency / partnerVCCP; Google Maps Platform
How does it work?
The sender hides a virtual egg on a map.
They send a personal clue to the chosen recipient.
The recipient finds it; a real gift is an optional part of the journey.
What is it good for?
Connect discovery with an occasion, a personal relationship and an optional purchase.
Evidence & sources
VCCP’s interview on Google’s site reports 2.26 million site visits, over 809,000 hidden virtual eggs and 14,500 real eggs purchased. Purchase count is not incremental growth against a baseline.
More about the evidence and execution
Figures are agency-reported in a technology-partner interview, not independently audited results.
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