What is it?
The Lindt Big Egg Hunt was run for the first time last year, and was rolled out for the second time on Tuesday. More than 100 giant Easter eggs are being hidden in cities across the UK – members of the public are challenged to find them.
The 30-inch high fibreglass eggs have been designed by artists and designers such as Sam Taylor-Johnson and Alexis Harding. They feature some of the UK's best-loved children's characters, including Peter Rabbit, Peppa Pig, Thomas the Tank Engine and Ben 10.
This year, the eggs will be hidden in London first, before being moved to Birmingham, Liverpool, Manchester, Glasgow and back to London in time for Easter.
So what’s happening online?
Hunters can find out more about the individual eggs and their artists on a specially created microsite, where they can bid for the eggs in an online auction. They can enter a competition by mobile phone for a chance to win 100 prizes of a year's supply of Lindt chocolate, or if they would like to give money to the campaign they can text the word EGG to 70123 to donate £3 to Action for Children.Anything else?
The campaign is being promoted on the charity’s Facebook page. Additionally, a separate daily competition will run on the social network site: status updates will include clues to the whereabouts of ‘Eggbert’, the campaign mascot, and members of the public have to tell the charity when they find him and share pictures of him to be in with a chance of winning some prizes.
And other than that?
There is also a separate competition for schools, in which pupils are encouraged to paint eggs and upload photographs of them to The Big Eggsibition website to be in with the chance to win art materials worth £1,000.
Third Sector verdict:
The Egg Hunt was a hugely popular campaign last year that saw the charity raise more than £1m. It's no surprise that it was decided to roll the campaign out for a second year, this time with more activity online to extend its reach. The numerous competition strands online means that members of the public, both young and old, can get involved in several ways, while the social media activity will encourage supporters to spread the word.The heavy corporate branding from Lindt may, however, put off some supporters.