New York, NY - Saatchi & Saatchi New York is pleased
to partner with the Elephant Family Charity on the Fabergé Big Egg Hunt,
running from April 1st to 26th 2014 in New York City. There will be over 260 unique egg installations hidden
across all five boroughs, each created by leading name artists/designers
including: Jeff Koons, Diane von Furstenberg, Curtis Kulig, Nathan Sawaya, and Zaha
Hadid. Beginning
April 18th, all the eggs will be gathered together at Rockefeller
Center prior to being auctioned off by Sotheby’s and online auctioneer Paddle8;
this event is 100% charitable and will
benefit both Studio in a School and Elephant Family.
First
held in London in 2012, this year’s citywide egg hunt has a 21st
century twist: it is powered by Saatchi’s free rich mobile game app,
facilitating egg hunting and participation in a sweepstakes for a chance to win
over $125,000 worth of Fabergé
jewels.
“London was such a success and we wanted to
take it to the next level”, said Saatchi & Saatchi New York CEO, Brent
Smart. “The Saatchi brand has always had a close link to the Arts, so this is a
cool marriage between our past and our digital present.”
About the iOS/Android App:
This app includes: an interactive map,
a real-time feed containing clues/tips, an egg basket archiving your personal
egg collection, and a gallery of user generated photos for each egg. The hunt
is made more exciting because anyone with this app will receive notifications
when they are nearby a new (uncollected) egg. This proves useful because all
eggs are hidden on the map until at least 10 "egg crackers" crack
them (check in); then all "egg hunters" are able to see the revealed
locations.
How
it works:
-
Users
download the free App and register
to play/enter the sweeps
-
Beacon
technology sends notifications when “egg hunters” are in close proximity to the
individual egg sculptures
-
“Egg
hunters” collect eggs which are then automatically stored in their Egg Baskets
-
The
Leaderboard shows the top “egg hunters” based on number of eggs collected,
while the egg cracker honor roll shows the 10 “egg crackers” (the first 10 “egg
hunters”) per egg
-
Locations
on the interactive Google map are unlocked based on the collective effort of
“egg crackers”
-
@TheBigEggHuntNY
social channels (Facebook, Twitter, Instagram) aggregate and highlight UGC, and
also share clues to make the hunt more engaging #theBigEggHuntNY & #EggNumber
(the identifying egg number on the plaque, e.g. #Egg58)
- More information
can also be found at thebigegghunt.org and facebook.com/thebigegghunt
Based on the complexity of the above,
Saatchi & Saatchi brought in some key partners to help bring this experience to life: ResoluteD,
our app development partner; Nomi, our beacon technology partner; Mass
Relevance, our social media partner; and DJA, our sweepstakes partner.