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Thorntons accelerates its digital marketing with gamified Ultimate Guide to Easter Eggs hub


By John McCarthy, Opinion Editor

March 1, 2016 | 2 min read

Thorntons has rolled out its most substantial Easter-related digital content as the company looks to capitalise on the potentially lucrative sales window where consumers are a dead certainty to buy chocolate.

The chocolatier, working with Cogent Elliott and CGI specialists at Junction 11, has launched a gamified, interactive chocolate factory, intent on giving consumers a look into the company’s extensive egg production process – in the ilk of Charlie and the Chocolate Factory.

The content and experiential drive, which is reportedly Thornton’s largest to date, was built in response to customers asking about Thornton’s chocolate factory, John Rowley, search manager at Thorntons tells The Drum.

He said that the hub, which can be viewed here, was built as part of a “wider campaign around the heritage and craftsmanship that goes into their Easter egg manufacturing”.

The ‘Ultimate Guide to Easter Eggs’, on top of building the brand narrative around the brand, will also help “drive search visibility, increase online brand equity and providing a great overall digital experience to their customers,” he said.

With the company buckling down with its email, search and social practises, Rowley argued that the experience adds an extra layer to the company’s online visibility.

Once users access the experience, they are faced with gamification in the form of an Easter egg hunt, where users are tasked with finding five Easter Eggs across the breadth of the factory. Users who manage to find each and every one will additionally be added to a prize draw with the chance to win a real-life tour around Thorntons actual chocolate factory.

Pushing further information about the brand’s lengthy heritage, the page will also deliver bitesized facts to users.


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