Timberland launches geocaching treasure hunt

By Sara Kimberley, brandrepublic.com, Thursday, 19 May 2011 09:16AM

Timberland has created a GPS-enabled treasure hunt that will run across London and five other European cities to promote its new Earthkeepers range of footwear.

Timberland: Trail of Heroes geocaching campaign takes in six cities

The ‘Trail of Heroes’ campaign will run across six cities – Paris, London, Milan, Brussels, Berlin and Madrid – until June.

The treasure hunt has been developed to get consumers outdoors to find a uniquely designed set of containers, which have been strategically hidden in each city.

A bespoke website, www.geocaching.com/trailofheroes, created by brand experience specialists BEcause and Groundspeak, will enable consumers to register to take part in the geocaching treasure hunt for the chance to win a selection of Timberland products.

The main prize is the "Ultimate Outdoor Adventure" – a week’s holiday for two to Iceland, including two nights' accommodation in a four-star hotel.

Joss Davidge, business director at BEcause, said: "It’s incredibly exciting for BEcause to be working with Timberland on its first ever geocaching campaign. I have every confidence that this multi-city experience will engage huge numbers of consumers." 

This article was first published on brandrepublic.com