Scavenger hunts are what Americans call treasure hunts, which gives you a clue as to where these campaigns are appearing. Because you’re probably reading this in the UK, you’ll have missed the chance to stumble across these campaigns organically, so here’s the lowdown.
For September, Delta airlines launched a Snapchat scavenger hunt for the entire city of Los Angeles (see right). Delta placed geofilters around the city for consumers to find, and the airline hinted at participating LA landmarks on social media.
Upon discovering a geofilter, users snapped a photo with it and sent the snap to Delta’s new channel, @Delta. Winners have been selected every week, scoring meetings with LA influencers, including YouTube stars Karmin, Chef Ray Garcia, and Nasty Gal founder Sophia Amoruso. Winners also receive Delta tickets, access to entertainments venues, airline miles, and Sky Club memberships.
To kick off the 2016 NFL season, the Baltimore Ravens partnered with Miller Lite for the team’s Countdown to Kickoff Week. From September 6-9, the brand engaged fans using #FindtheFlock, giving them opportunities to win tickets to watch the Ravens’ first game of the season and get into the Miller Lite Flite Deck (essentially the hospitality area). Fans had to follow BLTRavens on Snapchat, use the clues to find one of the massive R-A-V-E-N-S letters around town, and then take take a picture with the letter and share it using #FindTheFlock.
Adidas created a Snapchat scavenger hunt at the end of August to promote the brand’s line of NMD sneakers, which were inspired by Adidas shoes of the 1980s. The brand worked with creative agency Moderne Communications and digital shop The 88 to create an interactive experience where consumers could learn about the shoes with a chance to win tickets to a concert.
For Bloomingdale’s 2016 100% campaign, the retailer launched a nationwide in-store scavenger hunt sweepstakes using specialized Snapchat geofilters, according to Luxury Daily. The brand placed hundreds of filters in locations throughout stores for Snapchat users to find. Each filter showed fonts of Greg Lamarche, an artist who also inspired a line of graffiti-styled clothes. From September 3-5, users took selfies with the hidden filters and direct messaged the photos to Bloomingdale’s to win prizes like gift cards and fall merchandise.
Jonathan Paul, operating VP of social media at Bloomingdale’s, told the marketing press: “We thought that if we could gamify Snapchat geofilters, we could connect with shoppers in a playful and creative way.”
All this should come with a caveat that because mainstream brands are using this mechanic, it’s not completely new. Niche audiences have already experienced Snapchat scavenger/treasure hunts – like San Diego Comic-Con, for example.
It held a two day SDCC Snapchat scavenger hunt a year or so ago, where participants would be entered for an exclusive chance to meet DIG’s creator, Tim Kring, at a private meet and greet session.
The activation began by USA Network seeding the DIG symbol across San Diego’s Gaslamp District. DIG then posted a 60 second Snapchat story detailing the scavenger hunt and how to participate. The story was followed by six clue snaps, encouraging attendees to snap photos of the symbol to DIG’s handle.
To build participation, the initiative was promoted across DIG and USA Network’s social channels, announced during DIG’s SDCC panel, and promoted by Snapchat influencer Jerome Jarre through a dedicated 19 snap Story.
The results of this two-day activation are impressive:
- Over 16,400 Snapchat followers
- 12.2k unique views on the 60 second story, 93% completion rate
- Over 614 snaps received on Snapchat from fans (after 3 hours the influx of snaps caused Snapchat to crash)
- Average of 5-7 snaps per users
- 1.1 million unique views on Jerome Jarre’s 19 snap Story, 88% completion rate
- 28 total winners in attendance at the meet and greet
It’s these kind of metrics that have made bigger brands sit up and take interest – and exactly what Bloomingdale’s Jonathan Paul was getting at when he talked about ‘gamifying’ Snapchat.
But unlike finding Pokemon, users who complete the brand scavenger hunts can end up with actual prizes.