P&G's Downy plans a mobile scavenger hunt. An example of brand oriented marketing gamificatition.
" ... Procter & Gamble fabric softener brand Downy will hold a smartphone-based scavenger hunt in Las Vegas next month to introduce a new product to a young, mobile audience. Downy Unstopables is a new line of scent beads that can be added to the wash to make clothes smell nice. On Dec. 3, smartphone owners in Las Vegas will be able to use their mobile devices to play the Downy Unstopables scavenger hunt for a chance to win a prize. “With this promotion, Downy would like to dramatize the amplified sensorial experience that Unstopables delivers and leverage the city of Las Vegas because it is often seen as ‘the sensorial capital of the world,’” said Sherilena Strub, a spokeswoman at Procter & Gamble, Cincinnati, OH. .... " Sign up with Downy here.
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