Danish outdoor retailer Spejder Sport, with Garmin and Osprey, is turning the whole country into a treasure hunt. On 28 March it releases the coordinates of 200 prizes hidden across Denmark; anyone can join, using a GPS device or a phone map to track them down. It is first come, first served — find a treasure first and you keep the gift card, Garmin watch or gear inside.
It is a clever piece of experiential marketing: instead of running ads, the brand sends thousands of people outdoors, into forests and fields, doing the exact thing it sells gear for. The product, the play and the place all become one — and the memory keeps marketing long after the hunt ends.
So…:
How could you turn what you sell into a real-world experience your customers actually want to join?
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