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Smart launches real-time social media treasure hunt

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By John Glenday, Reporter

November 28, 2013 | 2 min read

Residents of Manchester, Bristol and London are being invited to partiocipate in a real-time treasure hunt to find cars secreted about their cities by smart, part of a digital and social media campaign for the brands edition21 model.

Clues to the location of the vehicles will be pushed out daily under the #smart21 hashtag as well as via key car blogs and Instagram.

This will see smart engage with key influencers to pen their own city guides to fans alongside an opportunity to take part in a smart road trip whilst documenting key spots.

A custom microsite at www.smart21.co.uk has also been set up where members of the public can drop pins on a map of where they believe the vehicle to be. Participants will be entered into a daily prize draw with the opportunity to win an actual smart car every two months.

In a statement the brand said: “The activity targets a younger audience, aged between 21 and 30, and is supported by a communications plan to create online buzz around the game, drive traffic to the microsite and engage people across the smart social platforms.

“The theme of the campaign is ‘21’ (tying in with smart edition21), so the activity will be launched for 21 days, with 21 locations and 21 prizes. The ‘21’ thread will also be featured in the daily prizes offered to smart fans.”

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