The multiplatform campaign includes a Facebook app called ‘The Egg Resistance’ which invites people to pledge allegiance to the chocolate egg resistance, and build an army to combat the chocolate eaters.
It uses geo-location data to show where the army has spread to and promotes the latest deals at local stores.
Users can then invite their friends to join and gain points for every friend and friend of friends, that signs up, and so on in a pyramid-style scheme. At the end of the Easter campaign the top ten scorers will win a £20 HMV gift card.
Outdoor ads highlight HMV’s 2 for £20 gaming offer with the strapline “offers to tweet about” and images of Easter ‘chicks with attitude’.
It is the first time that HMV has been able to promote the fact that it now offers consistent pricing across all its channels.
Mark Hodgkinson, HMV marketing and ecommerce director, says: “This is the start of our clear intent to own the multichannel space in the entertainment industry.”
Separately, HMV is planning to ramp up marketing around its gaming offer to take advantage of the recent uncertainty at rival Game Group, including an in-store marketing event.
Hodgkinson adds that HMV has already seen an uplift in games sales at stores where Game has closed and online. HMV hopes to take advantage of the opportunity to attract former Game customers and build a continued relationship.