Sainsbury’s has launched its new interactive campaign in partnership with Comic Relief for Red Nose Day. Innovatively using Facebook 360 video, users have 60 seconds to explore a 360 degree gamified animation to spot all ten hidden Red Noses – well, nine red ones and an ultra-rare silver one!

The digital activity from AnalogFolk supports Sainsbury’s wider campaign to raise awareness of the Red Noses it sells for Comic Relief - with the ambition of beating it’s 2015 total this Red Nose Day, Friday 24th March.

This year Comic Relief has created ten distinct Noses each with its own character, including a limited edition ‘Frankinose,’ which customers have a 1 in 900 chance of finding. Other characters available instore and online from Sainsbury’s include Nose-it-all, Viking Norse Nose, Snootankhamun, Snuffles the dragon, DJ Boogie, Dr. Nose, The Snorcerer, Sneezecake and Sniffer.

All the Noses are sold in special ‘surprise bags’, so customers don’t know which one they are purchasing. The mystery is reflected in this piece of social media activity, where the audience have to hunt for all ten Noses.

Partnering with the award-winning illustrator Matt Johnstone, Sainsbury’s and AnalogFolk created a 360°, fun supermarket-inspired take on a British landscape. The lively scene is packed full of details to discover, and is brought to life through animation. 

Users have a minute to search the 360° landscape and discover all ten of the Nose characters - then using Facebook’s native share and comment functions, can share the fact they've found all ten in the comments, or if they’re struggling, post to ask for help.

In channels like Instagram, which don’t support 360° video, the creative has been adapted as a 30 second film which explores the whole animated landscape, and allows people to hunt for the Noses there.