By Paul Skeldon

Another Easter and more brands look to resurrect novel ways to engage with marketing. This time Caffè Nero, in partnership with mobile payments and loyalty marketing platform Yoyo, is launching an Alice in Wonderland-themed “surprise and delight” promotion to instantly reward its app customers with prizes if they find an Easter Egg in-app when they make a purchase over the Easter period.

Every time a customer buys a hot drink between Monday 26th March and Sunday 8th April through the Caffè Nero app they will be in with a chance to find one of six prize-filled Caffè Nero Easter Eggs – and all these “curiouser and curiouser” customers will have to do is tap it open to find out what they’ve won.

Prizes will include thousands of bonus Caffè Nero loyalty stamps, as well as free vouchers, which can be redeemed for a variety of Caffè Nero products, including coffees and, of course, chocolate. The Grand Prize will be a year’s worth of coffee for one lucky winner.

Each egg has been created in collaboration with the iconic Victoria & Albert Museum, inspired by an Alice in Wonderland illustration by C.F.A Voysey (1857–1941).

Marcus Denison-Smith, head of marketing at Caffè Nero, explains: “No Easter is complete without an egg hunt, so we’ve given our busy customers a fun and easy way to join in the fun this Easter. Customers will instantly join the…