Tasked with devising a unique way of giving away the treasured tickets to Lynx's party island, we landed upon an obvious solution - a series of digital treasure hunts. But that was where the obvious ended.
Six treasure hunts took place over the course of the two weeks of the campaign - with two tickets to paradise waiting for whoever could reach the end of each one first. Every hunt began in the same way, with a clue delivered in a video on Lynx's Facebook page - but that video would only play after a certain number of tweets had been received. With the first clue released, Lynx's intrepid fans soon found themselves flung to every corner of the web - with clues to be found via Twitter, Pinterest, Flickr, YouTube, Google Maps, Tumblr, a fake blog, an online ninja school, an imaginary pizza takeaway site, some Chiddy Bang lyrics, a Morse code translation, a foreign language translation, an image-matching challenge, and some infuriatingly-competitive HTML5 games.
And a campaign with such a epic feel deserved something similarly grand to let the world know it was happening. Our answer to that part of the brief was a media-first: a QR code-controlled YouTube masthead.
All the chaos proved worth it in the end - as we realised our goal of deeper engagement with our core fans, bagged 50,000 new Facebook fans for Lynx in the space of 3 weeks, and scooped a 2013 Webby Honoree Award.