This year, the folks responsible for Creme Egg have taken the seasonal nature of the product and created an actual 'Creme Egg Season'. It combines what appears to be a 3D TV creative with a strong and comprehensive online presence which looks like including everyone's favourite new technology, Augmented Reality.
The first port of call is the excellently named Goo Tube. There have been a number of executions of the egg-centric ads, which were tweaked cleverly for the Twisted bars. The new ad shows the gala premiere of Creme Egg Season.
There's also a counter to the end of the Creme Egg Season on the site. Cadbury's pushed the Wispa Gold as a limited period product and got a lot of buzz around it. Creme Eggs are limited every year, so there's mileage in this.
The theme of the site is 'Your Country Needs Goo', and there's an animated comic strip about a lost batch of Creme Eggs that have to be recovered before April 4th.
There is a hint of an online game where finding eggs with codes unlocks prizes on the Creme Egg site, as can codes on actual eggs if I'm understanding the rules below correctly:
There's a playable Great Eggscape game and a downloadable mobile game, but the most exciting aspects of this are yet to be revealed, but are teased on the Creme Egg Site. The now obligatory Creme Egg iPhone Application, if the games on the site are anything to go by, should be pretty slick.
The intriguing 'Egg-mented Reality' could be a big talking point. I've already talked this week about the Adidas Augmented Reality Trainers and, athough it's not as easy to see how the Creme Egg Augmented Reality might work at this stage, predictions that 2010 would be the year of Augmented Reality are certainly looking a good bet at this stage.
HT to Digital Examples.
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