For Easter 2025, we hid 12 eggs throughout the bol.com app.

On product pages, in list views, even deep in the settings. Not just for fun, but to guide users toward lesser-known areas like our new refurbished proposition and the updated Shop the Look feature.

It was app only, but we used our web homepage to boost downloads. Soon, the hunt took on a life of its own. We started trending on TikTok and Pepper.com, where users swapped tips and helped each other track down every last egg.

The experience was wrapped in playful, AI-generated visuals in bol’s signature style – bold and cheerful.

The result?
6 million eggs found, almost 800k unique players, and 250k who cracked the full set.