Media Markt is Germany’s largest consumer electronics retail chain and online shop. It is famous for its very loud, humorous, and sometimes wacky campaigns that always find new, groundbreaking ways to communicate, promote sales and PR. With the goal of developing more content-driven campaigns, Media Markt always seeks advertising that playfully involves customers and is enjoyable to watch and share. The brief encompassed a rather dull 5% discount promotion for the store’s Easter sale. We made: A content-driven, live marketing event that created tons of content. The Rabbit Race. Customers could shop at Media Markt before each race to win a 50% cash-back coupon for the value of their last purchase – but only if the winning bunny’s number matches the number on their receipt. To play along, customers had to shop at Media Markt first; then we brought them in front of the TV to willingly watch our earned content. If they won, customers had to collect their coupon at the store, creating an incentive for another purchase.