200 two and a half feet tall fiberglass eggs will be dispersed throughout the city during Lent - entrants must hunt down as many eggs as possible before the Easter (April 8) deadline. Many of the eggs were designed by artists, including Vivienne Westwood, Diane von Furstenburg, Sophie Dahl and Giles Deacon, which means they will be highly collectible works of art when the hunt is over.
“The Fabergé Big Egg Hunt” is not only an attempt to set the Guinness World Record for the biggest Easter egg hunt, but is meant to raise up to $3.1 million for Action for Children and Elephant Family charity organizations by auctioning off the found eggs. Iconic egg pendants will also be auctioned off to help raise money.
 | Fabergé is spreading the word about the promotion through numerous events, celebrity endorsements and a dedicated website. With a recently opened Fabergé boutique - the first in London for nearly a century - and their first advertising campaign EVER, the luxury brand is going through a facelift and trying to make their mark in a new world of constantly-stimulated consumers and experience marketing. |
Source: Forbes.com
