Timberland has launched a GPS-enabled treasure hunt that spans six European cities to promote its Earthkeeper footwear range. The Trail of Heroes campaign will run in Berlin, Brussels, London, Madrid, Milan and Paris until June. ..
The campaign, run by BEcause, aims to focus on helping consumers find a set of caches which have been placed strategically in each city. Prizes will be rewarded to the first consumer who finds a caches in each city, with a grand prize being awarded to an overall European winner.
A trial period using selected bloggers with differing interests ran throughout April, with the campaign going live on May 18. This included the creation of a bespoke website where consumers could register as a member of the geocaching community.
