Caffè Nero launches Alice In Wonderland in-app Easter Egg Hunt
Another Easter and more brands look to resurrect novel ways to engage with marketing. This time Caffè Nero, in partnership with mobile payments and loyalty marketing platform Yoyo, is launching an Alice in Wonderland-themed “surprise and delight” promotion to instantly reward its app customers with prizes if they find an Easter Egg in-app when they make a purchase over the Easter period.
Every time a customer buys a hot drink between Monday 26th March and Sunday 8th April through the Caffè Nero app they will be in with a chance to find one of six prize-filled Caffè Nero Easter Eggs - and all these “curiouser and curiouser” customers will have to do is tap it open to find out what they’ve won.
Prizes will include thousands of bonus Caffè Nero loyalty stamps, as well as free vouchers, which can be redeemed for a variety of Caffè Nero products, including coffees and, of course, chocolate. The Grand Prize will be a year’s worth of coffee for one lucky winner.
Each egg has been created in collaboration with the iconic Victoria & Albert Museum, inspired by an Alice in Wonderland illustration by C.F.A Voysey (1857–1941).
Marcus Denison-Smith, head of marketing at Caffè Nero, explains: “No Easter is complete without an egg hunt, so we’ve given our busy customers a fun and easy way to join in the fun this Easter. Customers will instantly join the hunt for prize-filled Easter eggs every time they buy their usual hot drinks through the Caffè Nero app over the next two weeks.”
This latest app-based seasonal campaign follows the tremendous success of the Caffè Nero Instant Win Christmas Cracker campaign last year. One customer went so far as to say on Twitter: “Whoever at Caffè Nero HQ came up with the Christmas Cracker initiative on the app has won 2017.”
The first of its kind post-transaction marketing campaign saw app customers rewarded with digital Christmas Crackers every time they bought their usual hot drinks over the festive period. The crackers were filled with either top prizes or some “hilarious” Christmas Cracker jokes to cheer those customers up who didn’t win a prize first time round.
Denison-Smith adds: “Everyone loved the Christmas Cracker campaign over the festive period and it proved to be a powerful and measurable way for us to further engage and reward our loyal customers. With such brilliant feedback, it made sense to do something equally special as the Easter break approached.
Michael Rolph, CEO of Yoyo, adds: “Working on the Caffe Nero Christmas Cracker campaign was a lot of fun, but it also proved itself to be an outstanding and unique engagement tool during a time when competition on the high street is at its most fiercest. There’s no doubt the high street is currently facing some tough challenges, and busy consumers are now demanding new personalised ‘more than just payment’ experiences that rewards them for their loyal custom and gives them a reason to choose the high street as their preferred way to shop. With brands like Caffè Nero, we want to reverse the current trend on the high street by offering surprise and delight moments, like the Easter Egg Hunt, when shoppers go about their daily business. This type of activity is what make retailers really stand out from their competitors.”
We’ll leave Alice with the last word: “I suppose I ought to eat or drink something or other; but the great question is, what?”