Lynx didn’t need a reason to send a handful of fans to a Caribbean island for a party – but they did need a cool way to do it. And what’s cooler than a treasure hunt? Well, when the treasure hunt in question takes you across the Internet, rather than around your uncle’s garden, not a lot, actually.
With seven pairs of tickets to give away, we decided to create six different treasure hunt journeys. The first person to reach the end of each one would win a pair of tickets – and everyone else who completed any of the journeys would have their name put in a prize draw for the seventh and final pair of tickets.
With the strategic stuff ironed out, it was time for us to have some fun devising the treasure hunts from start to finish. Each journey needed to nod towards the TVC, be doable in around five minutes, and possess the competitive nature synonymous with traditional treasure hunts; but they also needed to vary in difficulty, content and platforms used.
For the sake of brevity, I’ll explain one of the six treasure hunts in depth and let you know that the other five included, at various stages, Facebook, Twitter, Pinterest, Flickr, YouTube, Google Maps, Tumblr, fake blogs, an online ninja school, lyric searching, Morse code translation, photo matching, infuriatingly-competitive HTML5 games and an unnamed colleague having to don a pink monkey suit – amongst other things.
The fourth journey, like all the others, began with users having to collectively tweet #chasethechaos to release the first clue. To facilitate this, we built a Facebook mechanism which continually polled the Twitter API to update the ‘tweet-o-meter’ percentage – showing the fans different sections of video as the tweets rose and the clue came closer to being unveiled.
Once the tweet gauge was fully filled, the first clue was revealed to our hunters. It simply said: ‘Lynx Attract: une video de chaos sur les planches a roulettes’. So what did our fans do with it? They stuck it into Google Translate, of course, the clever bunch.
Translated, it read ‘Lynx Attract: a video of chaos on skateboards’ – prompting the wiser fans to search YouTube for said video, where they would eventually find a quirky skateboard video we’d whipped up. Hidden amongst the ollies and nollies was a sticker on a ramp advertising taninospizzas.com – the next stop on the journey. On this faux takeaway site, fans had to spot the desert island-themed pizza on the menu, which took them through to their final task – a parody DrawSomething game. The first player to correctly guess what the lovely lady in the video was drawing in the sand bagged themselves two tickets to paradise.
Phew. You can see the journey in question here. Bet you wish I’d told you that before you read the previous paragraph.
As the Lynx Facebook fanbase is more mobile-centric than most, it was a no-brainer that every step in every journey should be smartphone-optimised. Why should any of our users miss out on the chance to win tickets just because they were out and about? Every page, game and puzzle was built responsively with Mobile First methodology – which meant every extra plugin and high-res image had to be truly justified in its existence.
The YouTube masthead we created to kick the campaign off with a bang also deserves an honourable mention – but I’m running perilously close to the word count, so I’ll let the video do the talking for sure this time.
No, your eyes are not deceiving you. That’s a YouTube banner being controlled by a smartphone. What an age we live in.
So there you have it. Understandably, digital treasure hunt briefs don’t come in every day, and so the entire process was a steep learning curve – but I think I speak for everyone who worked on it when I say it was as much fun to produce as it was to take part in as a contestant.
By Alex King and Zander Martineau