Wieden Kennedy & Levi’s have launched a serious brand experience campaign that mixes online and offline with treasure hunts and problem solving challenges in this hugely detailed online competition based on the legendary Grayson Ozias IV, an American explorer from the 1890s and friend of Levi Strauss’ nephew Nathan.
It’s essentially a massive treasure hunt with $100k in prize money to be found. You’ll get an engaging online experience starting with great video and cryptic wax cylinder recordings giving hints to where the clues may be hidden in real life. Once you find clues you’ll need to validate them in order to get the next part of the puzzle to continue through the competition.
The game runs until mid November when the final challenge is released and the top 100 finalists are given the last part of the puzzle to solve, leading them to the $100k buried somewhere out there. Click here to check out the campaign website! There are also twitter and facebook accounts providing help and information for competition goers if it’s all to cryptic for you!
[...] Bring your A game. Technologies like Kinect are already considered a game-changer in marketing, but also gaming techniques used widely in social media (ex. badges) are considered very effective in engaging people on a deeper level. Jimmy Choo brought it’s game with the Catch A Choo Foursquare campaign for the launch of the Jimmy Choo sneakers in London, M&M’s FindRed campaign, based inside Google Street View, whereas Levi’s mixed the online and offline world for it’s treasurehunt. [...]
[...] Bring your A game. Technologies like Kinect are already considered a game-changer in marketing, but also gaming techniques used widely in social media (ex. badges) are considered very effective in engaging people on a deeper level. Jimmy Choo brought it’s game with the Catch A Choo Foursquare campaign for the launch of the Jimmy Choo sneakers in London, M&M’s FindRed campaign, based inside Google Street View, whereas Levi’s mixed the online and offline world for it’s treasurehunt. [...]