Chocolate Easter eggs took over DNKY stores in New York and London.

In one of the most engaging social media campaigns we’ve seen lately, DKNY’s PR Girl (or @dkny, as her 322,828 followers know her) created a holiday-themed scavenger hunt Thursday. By following 15 Twitter clues, fans looked for hidden chocolate Easter eggs throughout DKNY stores in New York and London. A winner from each city won a $1000 shopping spree each.

Talk about a sweet deal for both the consumers and the brand.

Chocolate Easter eggs took over DNKY stores in New York and London. Thanks, @SaucyGlossie for the fun pic!

Other luxury sites have gotten creative with social media to engage their followers, and many offer a sweet prize (like the recent Bergdorf Goodman’s Fendi giveaway), but this one takes the cake for pure fun value.

Plus, the scavenger hunt (with its own hashtag #DKNYHUNT) forced fans to follow the brand on Twitter in order to receive clues and tweet answers back to @dkny for a chance to win. Even more impressive, the idea actually brings consumers back into the store, which has been a growing problem for many retailers.

Following clues like “I’m silk and look cute with a dimple” and “I’m a kitten but I don’t purr,” DKNY fans were made to interact with the store merchandise on a new level — and potentially walk away with a delish chocolate Easter egg to boot. DKNY has already embraced online platforms with their e-commerce boutique, but this is a brilliant move that we predict will draw many copycats.