Lindt chocolate is sponsoring this years Big Egg Hunt, which is being powered by OpenMarkets SMS platform to fundraise for Action for Children.

When participants find an egg, they text the SMS shortcode on the plinth to enter the daily prize draw to win a year’s supply of Lindt chocolate. The hunt, which finishes tomorrow, has grown from a London-based event into a six-week nationwide tour which has visited Birmingham, Liverpool, Manchester and Glasgow. Last year’s event in London, which also used OpenMarkets SMS solution, broke the Guinness World Record for the world’s biggest Easter egg hunt and generated tens of thousands of pounds for charity.

“Despite the various other mobile technologies available, SMS is still the number one method for effective engagement with people on their mobile device,” said Paul de Gregorio, head of mobile at Open Fundraising, which organises the hunt. “OpenMarket’s ability to support our expanded event across the UK is testament to the reliability, scalability and reach of their solutions.”