Centering their campaign around the signature company product of a gold bunny, the chocolate company Lindt has launched an inititiative which has people in several large cities around the U.S. looking for the bunny. The targeted cities are Chicago, San Francisco, Boston and New York. They are also sending out teams to the cities to promote the bunny hunt and to provide taste tests for their chocolate.
The campaign centers around an online microsite called LindtGoldBunny.com where 
they also have an advergame, tips for Easter, and a history of the Lindt bunny itself.
Each of the site’s elements, especially the game, are meant to “demonstrate Lindt is a fun, lively and energetic company,” said Brian Reich, director of new media at Cone, a Boston-based marketing company.
For each town there is a map similar to Google (GOOG) Maps which you can use to help locat the gold bunny the rabbits shadow.
The company has also used other media to promote the campaign like magazines, gaming sites, lifestyle and airline magazines. The key demographic targeted were mothers and families.
I like how simple, straightforward and targeted the campaign is. The use of a map tool similar to one that is already used by most people online help to keep it down to a low learning curve - an important key to online marketing success.
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