All the races were broadcasted live as a stream and on the 9 most
important private TV stations on prime time in Germany.
On each race day, the receipt doubled as a betting slip.
The ten racing rabbits had their individual characters and background stories.
We promoted the races with tons of content, such as background stories, sports
reports and behind the scenes material on Youtube and MediaMarkt.de
The races were also presented on digital billboards all over Germany.
Shareable activational content on facebook helped engaging our followers to root
for their favorite rabbit and make "The Rabbit Race" a buzzword on social media.
Followers could accesss the latest updates on the races and interact with their favorite Rabbit in a live response format on Media Markt's Twitter channel.
MediaMarkt.de served as access hub for watching and sharing all the video content, sports reports, past race coverage and live streams of the entire campaign.
Throughout the Easter holidays, the Rabbit Race dominated the press coverage across Germany.