THE VIDEO EFFECT: “The Great Easter Bunny Race”
Das Große Osterhasen-Rasen
(The Great Easter Bunny Race)
“‘The Great Easter Bunny Race’ is a perfect example of a very well done branded content campaign. It contains everything needed to be relevant to people: simplicity, entertainment, fun, and a tangible benefit—the chance of winning a prize. What’s more, the execution was basically live advertising connecting seven communication channels in a very clever way. The campaign gained 200 million contacts with the target group. That’s nearly twice the reach of a Super Bowl ad.”
With its “Great Easter Bunny Race,” German electronics store Media Markt turned omnichannel marketing into omnipresent marketing. How? With a first-ever live sporting event broadcast as a commercial break simultaneously across nine TV networks, YouTube, Media Markts’ website, and the popular German website, Bild. Yes, nine rabbits racing down a track attracted more viewers than the World Cup semifinal. But it wasn’t just the cute bunnies and all of the adorable lead-up content—like training videos and collector cards—that appealed to viewers. All Media Markt receipts had a number that correlated with a bunny, and if that bunny won, the customer would get 50 percent of their money back—a winning strategy.
Select Success Metrics
- 21 million people watched “The Great Easter Bunny Race”