Tesco launched an online Easter egg hunt called #FindTheEggs that allowed users to search for virtual eggs on a map by entering their postcode. Users who found 3 eggs received a chocolate bunny, and those who found a golden egg won a Samsung tablet. The campaign gave people interactive entertainment and promoted Tesco in a fun, engaging way. H&M opened a new flagship store in Times Square, New York with Lady Gaga cutting the ribbon. Both H&M and Lady Gaga benefited from the publicity of the high-profile event.

1. Case Study.
Tesco’s launched an Easter egg campaign by creating an online interactive easter egg hunt names
#FindTheEggs.
Tesco’s audience where being encouraged to visit www.tescofindtheeggs.com, to interact with this
all they had to do was entre their postcode and follow the images being shown on Google maps
which would lead them to virtual eggs hidden in and around that area, to locate the eggs, you had to
use the Eggdar, which can only be activated by liking the Facebook page.
As well as providing entertainment for children and parents, Tesco’s gave out a free MaltEaster
chocolate bunny for all the players that collected three eggs, and a Samsung Galaxy Tab 2S for
people that found the golden egg.
Managing the message:
Tesco’s communicated with their audience early and frequently and they also let everyone know
what was happening and how everyone can be involved. This is showing Tesco’s in a good light
because it is showing that they aren’t forgetting about their audience with everything that’s going
on, they are making sure that they all know what’s going on and making sure that they are being
kept in the loop. It’s also helped them to get a better reputation from the incident that happened in
summer regarding the Meat.
Multiple and a targeted approaches have been used to reach different audience’, for example, they
have made this fun for children to do because they are always interested in being outside playing,
especially when chocolate will be involved, they have also made it fun for adults as well in a sense
that they will feel they are a team leader when helping children find out where about they are
supposed to go, on this subject they are also communicating openly, honestly and frequently, they
are telling the audience where things are as they change and they are also communicating with the
audience openly and honestly, this makes sure that non of the audience are going to the wrong
place, If they gave them incorrect information, this could give them a bad reputation and make them
receive bad feedback.

2. They are also acknowledging their audience by giving out prizes to people that manage to find three
eggs or a golden egg.
Positive Publicity:
By doing this virtual Easter Egg hunt challenge, they are being given good feedback by the audience
because they are giving them something fun and different to do rather than a standard Easter egg
hunt. This has also worked well to give the audience more personalised experience, it’s also effective
to engage in online media and because of the way that it has been created it’s easy for both adults
and children to understand.
Tesco’s have made sure that this also has a universal appeal, rather than having it targeted to a
certain place they have targeted it to a range of different places.
Spin:
Tesco’s have used a spin from their negative feedback to create better feedback from what
happened in summer which gave them bad feedback and made them loose customers, it’s changed
the public’s opinion on what happened and favour them again over other supermarkets.
The Advertising Standards Authority ruled that adverts placed by Tesco in the newspapers at the
beginning of 2013 implied that retailers and suppliers and likely to have been sold products with
horse meat in, the company is now attempting to
recover from the incident, it pledged to change it’s
supply chain to avoid a repeat of the same thing
happening, this meant that dozens of products that
where being sold at Tesco have had to be removed
from the store, criminal investigations are now being
held at European meat suppliers.
Not so later on the ASA received a complaint, one from
an independent butcher and asking for the misleading adverts not to be shown in any way to the
public.
Organising Events:
By organising this event they have made sure that they are interacting with the public. They are also
bringing products to the audience by giving them prizes if they collect a certain amount of eggs or
find a golden egg, if they do so they will have to go in to the store to collect their prize, and this is
also making the audience see different products which they may want to buy.

3. Case Study.
H&m opened a new store in New York, Times Square, which will light up the
NYC skyline with the store shining on its own with 7,000 LED screens & 53 foot glitter wall, with Lady
GaGa representing the stores first opening by cutting a big red ribbon with matching scissors in the
front of the store.
Lady GaGa and H&M are both using each other for publicity, for example, H&M are using Lady
GaGa for her profile, the way that she looks and her fame to try and boost their audience,
whilst Lady GaGa is using H&M to promote herself.
Managing Messages:
Communicating early and often is a key thing if you need to get a message out to a large audience
quickly and keep them up to date, H&M have done this well because they have raised the awareness
of Lady GaGa doing the grand opening of the new store, between all the fans and H&M they have
also helped to communicate things that they know about the opening and the times, guaranteeing
an audience.
When this was brought out to the public, they will have let everyone know what was happening,
why, and what people can do to help, this will raise economies of sales because with Lady GaGa
promoting the store people will want to go and look at the new things.
Positive Publicity:
By these two well known subjects supporting and promoting each other, positive feedback is
bouncing back from both of them because they are both helping each other, it’s also helped Lady
GaGa to gain a better reputation from the one that she had when she first started of creating music
when she was on stage, vigorously dancing when parts fell out of her costume, leading everyone to
believe that she was a man.

4. Marketing Event:
With H&M opening a new store this a brilliant excuse to hold a marketing
event to get lots of people along to look at the store and its contents, it’s a
brilliant way to guarantee a lot of sales and it’s a great way for companies to
kick start their business.
With the event being held in New York, this will help to make sales become
even more successful with their sales.
Lobbying:
Influencing people to come to the new store will make people feel the need to
be one of the first groups of people to buy things from the new store,
especially with Lady GaGa being there, this will make them want to buy things
from the store while and when she is there.