AMV BBDO creates AR Snapchat campaign for Maltesers

Charlie Spargo's picture
by Charlie Spargo
White text on a red background reads 'caught a bunny yet?'

Snapchat's first-ever augmented reality (AR) scavenger hunt has arrived, in the form of a search for Malteser's Bunny chocolates and the chance to win £5,000, launched for the confectionery brand by AMV BBDO.

The Maltesers Bunny 2020 Campaign launched ahead of the Easter period yesterday, and will run across Instagram, Facebook, Snapchat and on posters. The sweet treat returns once a year for the Easter lead-in, and is this year being promoted by the London agency, which is part of the BBDO network.

The campaign calls for the nation’s help to contain the bunnies, which have escaped from the factory and are “breeding like rabbits”, and incentivises everyone to get out and find them. Its strapline is 'Find them, catch them, eat them'.

By scanning the code on Maltesers' OOH posters, consumers are invited to use Snapchat to virtually catch a bunny, and get a chance to win the £5,000 prize. In-store, shoppers can win a day out by checking online if they have caught a bunny.