By Michelle Drewek
Digital Media Manager, Lessiter Media
mdrewek@lessitermedia.com
262-777-2435
I don't know about you, but even as an adult, I love a good Easter egg hunt. My inner Monica Geller unleashes, and I will not rest until every single egg is found.
Consumers in the digital age have become masters of the hunt, whether it's to find the best deal or get plenty of user reviews before purchasing. Your brand can leverage this behavior through the use of "Easter eggs" — that is, hidden messages, surprises or features that are strategically placed within a product, service or campaign. "By integrating these hidden messages in campaigns, brands can generate excitement and encourage interaction with their content," Growth Natives explains. "Easter eggs provide a memorable and rewarding experience for customers, driving viral potential and brand visibility."
One of the ways we've explored using Easter eggs at Lessiter Media was with our Farm Equipment News IQ Quiz. This twice-per-month series presents our Farm Equipment audience with about 6 questions related to top recent industry news headlines we've featured on our digital channels. Leading up to the new quiz, we included an "eye" emoji 👁️🗨️ on select social media posts for an item that was going to be featured in the quiz. We never explicitly announced it, and didn't do it for every item in the quiz. But the tactic was designed to drive intrigue ("Why is that eye emoji on the post?") and engagement (if someone figured out the connection, they would begin following social media more closely to find future clues).
Google is famous for its Easter eggs as well. When you type "askew" into the Search bar, the results page is, well, askew. They also regularly have their main logo gamified for a holiday or current event, drawing users back daily to see what the latest Google Doodle is.
Whether it's a secret discount code, hidden website feature or gamified campaign, consider having some fun with your customers any time of year with Easter egg marketing. Below, I've highlighted some benefits and ways you can start using this fun, engaging tactic. Are you already using Easter eggs? Let me know what you're doing!
