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
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