In a bid to get consumers buying CD's, DVD's and games this Easter rather than chocolate HMV has launched a mulitplatform Easter campaign. The campaign uses social media including a new Facebook app; 'The Egg Resistance' which invites you to join & build an army to combat the chocolate eaters this Spring. With the use of geo-location technology you're able to see how far and where the army has spread and promotes the latest deals at local stores. Points are rewarded for inviting friends to join the alliance in a pyramid style technique which results in the top 10 scorers winning a HMV gift card. A clever, innovative and interesting campaign which gets consumers involved in creating an online community. If only HMV core consumers were also those of weight watchers..
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