Sorel, the boot brand owned by Columbia Sportswear, will is holding a virtual scavenger hunt in Park City during the Sundance Film Festival. Consumers can use augmented reality, QR codes and Facebook to win Sorel boots, hats and more,
including access to VIP-only areas at the festival.
Sorel has an exclusive partnership with GoldRun, an augmented reality mobile application used to host the virtual scavenger hunt, during the first six days of the festival. Ten virtual Sorel bears will be placed in high traffic areas around Park City. The GoldRun app, available for free from the Apple iTunes store, lets people track down, interact with and collect the virtual Sorel bears. People who pose with the Sorel bear can email a picture via the GoldRun app for a chance to win Sorel boots. Participants are also encouraged to upload their photos from the festival to the Sorel Facebook page.
Sorel QR codes, two-dimensional bar codes that are readable with smart phones and QR readers, can also be discovered throughout downtown Park City on bear ice sculptures, at places like Cole Sport on Park Avenue and Bahnhof Sport on Main Street, or on branded cups that Sorel will be serving hot cocoa in at the Sorel Pagoda on Main Street. When people scan the code with their smart phone, they can enter to win. The Sorel Pagoda will be open to the public from 10 a.m. to 4 p.m. Thursday, Jan. 20, through Sunday, Jan. 23.
“In the past, our boots have been on the feet of celebrities and festival-goers, but this year we wanted to have a bigger presence and do something innovative and unexpected,” said Linda Reese, Sorel's director of brand and marketing communications. “Virtual Sorel bears and QR codes popping up around town create an exciting way for us to interact with consumers.”
Sorel has a dedicated Facebook tab with information about all of its activities during the festival, including opportunities for consumers who aren't attending to get in on the action and win prizes. The virtual Sorel bear scavenger hunt and QR code contest runs from Jan. 20 through Jan. 25. For the official Sorel at Sundance contest rules, please visit http://sorelatsundance.com/contest_rules/.
