Mars Wrigley partners with Snapchat for new Maltesers campaign

Mars Wrigley UK has announced a new partnership with Snapchat to create a ground-breaking augmented reality (AR) campaign for Maltesers Bunny.

The campaign will see the confectionery giant call on the people to locate the ‘escaped’ Maltesers Bunnies.

In a media first, geotargeting technology will be used at over 1300 sites across the country, ensuring that the whole nation can get involved in the fun.

The Snapchat partnership allows people to virtually catch a Maltesers Bunny for the chance to win cash prizes.

When Snapchatters open the app and play with the Maltesers Bunny Lens, location tracking technology will give them the address and the exact distance to the nearest Maltesers Golden Bunny Snapcode, which have been printed on 650 poster sites across the country.

They can point their phone’s camera at the Snapcode to watch the Maltesers Bunny coming to life. They can find out instantly if they have found a golden bunny or if they need to keep searching.

The campaign will be supported by a suite of online video and digital assets.

Chirag Shah, seasonal senior brand manager at Mars Wrigley UK, said: “I’m incredibly proud of this campaign and I cannot wait for people to experience the one of a kind augmented reality scavenger hunt. It’s fun, wonderfully interactive and, most importantly, is sure to make folk smile.”

The campaign kicks off on 27 January and will run until 23 February.