The Easter hunt is on

Turn Easter engagement into store traffic.

The challenge was to connect app and store through a playful Easter experience that does more than entertain. One built to turn engagement into extra store visits, keep HEMA top of mind around Easter, and support HEMA pas identification.

Mystery kuikens turns Easter into a search and collect experience. Inside a digital HEMA store, players use hints to find hidden mystery eggs. Each egg is part of a set. Complete the set and a Mystery kuiken appears. New sets create a clear reason to keep searching, collecting and playing. The experience extends into the store through hidden golden eggs, linking the game to the physical HEMA world.

" A playful experience with a simple mechanic at its core, designed to be understood quickly and repeated easily".

The experience was designed around a mechanic people instantly understand. Search, find, collect. By keeping the flow clear and accessible, Mystery kuikens turns a familiar Easter ritual into an app experience that feels playful, recognisable and easy to step into. The HEMA store remains central throughout, with the game world, characters and Easter products all reinforcing the same story.

Mystery kuikens connects engagement in the app to action in store. A simple search and collect mechanic keeps the experience active, while the link to the physical HEMA environment helps turn digital interaction into store visits, top of mind awareness and stronger app engagement.