Harry & David plays social engagement game

Harry & David is using social media to bring consumers back to the fun of a childhood Easter egg hunt.



The specialty gourmet gift retailer is hosting a social media giveaway called the “Eggciting Hunt Sweepstakes” through April 15 with hundreds of dollars of gift cards as prizes. Participants register online and then are sent on a hunt for clues to find virtual eggs on Harry & David’s Facebook and Twitter accounts.



Seven eggs will be hidden across the sites of Harry & David and its sister brand Wolferman’s. Each egg found and clicked counts as an entry to the sweepstakes. Consumers can also receive entries by sharing the sweepstakes via email and social media. Entrants will also receive a special promotional code for their next purchase.



“Spring is a time for a new, fresh season filled with sweet indulgences,” said Lisa Bankston, director digital marketing at Harry & David. “Through the Harry & David #EggcitingHunt social media sweepstakes, we wanted to bring the traditional egg hunt to life in a digital format, giving our fans a way to test their skills with the clues we are sharing throughout the sweepstakes and learn more about our brands. It’s a fun way to share the many exciting products we carry for special holidays and all year-round.”



This contest combines social engagement, brand advocacy, and of course gamification. Consumers searching for eggs will inevitably be exposed to Harry & David social messaging, and also develop an image of the retailer as a source of fun and entertainment. Add in the encouragement for existing Harry & David customers to spread the word of the brand to their friends and family, and the retailer has created a recipe for a happy Easter.