Digital Easter Eggs: A Marketing Tactic You Should Know

Digital Easter Eggs: A Marketing Tactic You Should Know

Harry Styles knows how to get people talking.

The polyhyphenated artist is almost a popular topic on social networks. Whether he plays music, movie promotion Or launch a new merchandise project, people can’t help but discuss what he intends to do.

His rapid rise to stardom as a member of a beloved boy band certainly doesn’t compromise his cultural significance. However, that’s not all there is to it. When you peek through the curtain of Harry Styles’ media machine, there’s a lot of marketing maneuvers at work. Specifically, marketing Easter eggs.

If this phrase conjures up images of pastels and bunnies, keep reading. Let’s take a look at how this video game has become a mainstay of marketing.

What is a digital easter egg?

A digital Easter egg is a hidden message or feature found in a digital business, such as a video game, website, or movie trailer.

The The first digital Easter egg It was set in the Atari video game, Adventure, by a programmer looking to give himself some much-deserved recognition for his work on the project.

source: Forbes

The add-on was too expensive to remove and there was no commercial reason to do so. The secret message influenced more people to play the game so that they could find it themselves.

What makes Easter egg marketing so effective?

Sometimes, the little things are the most important. Digital Easter eggs are usually in the small details but have a huge impact on society. Here is the reason:

Raise brand awareness

The Marvel Cinematic Universe uses Easter eggs to create connections between their many stories. The 2021 edition of the mini-series “WandaVision” has taken this practice to new heights.

WandaVision premiered on Friday nights throughout its run on Disney Plus, followed shortly after Weekly social media frenzy. Fans took to Twitter, TikTok, and Instagram to discuss the many Easter eggs hidden throughout the show, adding to the show’s popularity.

If you want to know what people are talking about, you should watch the show.

This is the whole point of marketing Easter eggs. It creates a spark of curiosity in new fans, and encourages them to search for Easter eggs themselves.

They create a reward

Digital Easter eggs are named after their traditional counterpart – those with pastel colors and bunnies – for a reason. It is rewarding.

Think of marketing Easter eggs as a delightful surprise and opportunity for your loyal followers. They are the people who will spend the time looking for your secret message. Make it worth their time and you’ll create deeper connections with your biggest fans.

Participation is born

The fun didn’t end once evangelists discovered the Easter egg. This is actually where the fun begins.

Take this tweet from cnet Writer Stephen Shankland, for example. A simple post about this festive Google Easter egg game has earned him over 800 retweets and 2,500 likes.

This proves that you don’t need to be the one who discovered the Easter egg to feel the reward. Highlighting the hidden message on an individual’s personal network is a bonus in itself. This is what makes Easter egg marketing a constant motivator for social media engagement.

4 Easter Egg Marketing Examples You Can Learn From

Now that you know some of the basics of digital Easter eggs, let’s take a look at how companies can use them to increase engagement on social networks.

1. Harry Styles album release

It’s time to bring it back to Mr. Styles. As you know, Harry Styles released his third album, Harry’s House, in May 2022.

It was the marketing campaign that led to this release Crush is full of Easter eggs. From mysterious site to encrypt Twitter and Instagram Calculations, fans received the equivalent of a week of puzzles to solve.

The messages were clues alluding to the themes and song titles on Harry’s House. For example, the lyrics to the above tweet were shared ten days before the first single “As It Was” was dropped on April 1.

At the end of the day, the hype-building tactics worked. Just two hours after it was made available to stream, Harry’s House won Most broadcasts on the first day of a pop album Released in 2022.

Marketing Ready MealsDigital Easter eggs are powerful generators of excitement. Use it to spark long-awaited product or feature launches.

2. BMW’s Zeus movie

For all intents and purposes, this looks like a regular movie poster.

When actor Arnold Schwarzenegger shared the photo on January 27, 2022, fans assumed he was promoting his latest project. In a way, it was true. The project wasn’t just a movie.

The poster was actually an Easter egg for an ad promoting BMW’s new line of electric cars. The “trailer” premiered on football’s biggest night, attracting a hit taste and powering those watching an actual preview.

In general, people liked the clever relationships between the poster and the ad itself. That was enough to enhance the consumer’s social feeling about electric cars.

Marketing takeaway: The message doesn’t have to be in the Easter egg directly. Adding an extra layer of mystery creates a challenging puzzle for your audience. The more effort, the sweeter the reward.

3. Hidden Thursday logo

In 2021, the UK-based dating app on Thursday doubled weekly app downloads. All it required was some cardboard, a marker and a few team members willing to take part in the Attention-grabbing trick.

This is just one example of the many homemade tags created to spark intrigue about the application and its purpose. Travelers familiar with Thursday soon noticed that the stylized letter “Y” in the signs matches the company’s logo. Those who didn’t have to do some social media mining to get in on the joke.

Marketing Ready MealsEaster eggs are not limited to digital media. Including them in IRL marketing activations can create both online and offline conversations.

4. Google search Easter eggs

Google developers have hidden evergreen and time-sensitive Easter eggs all over the search engine. For example:

  • When you search for the term “deviant”, results appear in slight inclination.
  • searching for “solitaireOpens the Google mini game
  • searching for “Loch NessOn Google Maps, the guide button turns into a little monster.

These gags may seem silly but they have earned Google a group of loyal fans who are constantly on the lookout for new hidden gems. When they find them, these fans take the brand awareness work into their own hands.

Marketing Ready MealsMaking Easter eggs a constant part of your marketing strategy can build stronger brand connections. Those who know them will go out of their way to discover them, revealing something new to more casual fans along the way.

Host your own egg hunting game

When a company creates a digital Easter egg, it shows fans that it’s willing to go the extra mile to surprise and delight. As they say, it’s the little things that can mean the most.

For more tips on creating meaningful connections with your target audience, check out our favorite brand marketing examples from the past five years. These companies will give you the needed inspiration to become more creative in your brand image.

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