P&G Scavenging for Smartphone Users
13 December 2011: Procter & Gamble is introducing a new line of Downy scent beads and hopes to capture the interest of a young mobile audience by holding a smartphone-based scavenger hunt. On December 3rd, Smartphone users in Las Vegas were able to use their mobile devices to play the Downy Unstopables scavenger hunt for a chance to win prizes.
Scvngr is a mobile gaming app that lets users complete challenges from their mobile phones at various locations to earn points which can then be redeemed for real-world rewards. Teams competed to collect the most points, and the winning team got to split $20,000. P&G also hopes to break the Guinness World Record for “Largest Digital Scavenger Hunt”.
The scavenger hunt was promoted using traditional and social media, including local radio, Facebook and Twitter. An online version of the scavenger hunt also took place on the Downy website.
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