Ringier Advertising and Malbuner Strike Awareness Gold with Cross-Channel Treasure Hunt

Under the motto «Snack Yourself Golden», the Ospelt Group launched a unique consumer promotion with its brand Malbuner, offering participants the chance to win real gold worth a total of CHF 50,000. To stage the promotion in an attention-grabbing way, Ringier Advertising, together with Blick and Energy, implemented the grand Malbuner Treasure Hunt – a cross-channel online and offline campaign that achieved over 3.4 million contacts.

In the Malbuner campaign «Snack Yourself Golden», ten golden sticks were hidden in the packaging of the popular Malbuner Party Sticks. Anyone who found one of these golden sticks won gold worth CHF 3,000. To bring the campaign to life at its launch, Ringier Advertising, in collaboration with Energy and Blick, organized the Malbuner Treasure Hunt both physically in the Zurich region and online for the rest of Switzerland. The goal was to find one of the golden sticks, which were exclusively offered by Malbuner for the treasure hunt, in a playful way. Throughout the day, Energy creators Nadia Goedhart and Sandro Galfetti provided clues on Energy’s Instagram channel and their personal profiles. Chiara Benz from Ringier Advertising accompanied the search via Blick’s live ticker. Additionally, branded content on Blick and an online raffle ensured further reach and interaction.

The results after 24 hours were impressive: happy winners, more than 500,000 video views, 4,000 engagements, and over 3.4 million contacts.

Marc Engelhard, CMO of the Ospelt Group, commented: «We are delighted with the successful activation and the great attention our campaign received. The treasure hunt was the ideal combination of experience and reach to launch the ‘Snack Yourself Golden’ campaign, strengthen our brand, and bring us even closer to our consumers.»

The original text was published here.