Posted by: sClarke | 07/07/2009

Marketers May be Able to Geocash In

So I went down to my boyfriend’s family’s hunting camp this past weekend to celebrate the Fourth.  Two couples were there that are good friends of his older brothers and they were talking about geocaching, and I had never heard of it before so I asked them to explain.  Essentially, it’s a scavenger hunt done via GPS.  I’m not sure how familiar the rest of the world is with this hobby but it actually seems pretty interesting and it made me wonder if marketers had taken this new phenomena into consideration as a non-traditional marketing tactic.

geocaching_a Maybe I’m stretching it a bit, but I think that the creatives in advertising and marketing agencies could really take advantage of geocaching.  A very niche target market could be reached this way.  Perhaps at each site an advertisement for a non-profit organization that support the environment could be placed.  Or maybe it could even be taken a bit further.  Hide a special product, disguise a sweepstakes prize, or set up an event and dare people to show up.  Over one million people participate in geocaching, why not try to capitalize from it?

“It’s what experiential marketing is all about: Create a branded environment in which consumers choose to engage you, instead of the other way around. A fun adventure that gets the target talking about the brand and actually scouring the countryside for it.” — Red 7 Media

In 2001, Universal Pictures stashed props from The Planet of the Apes in 14 different locations around the world.  The locations were gradually listed online with the last location announced ten days after the movie premiered.

40321_3

Geocaching – The Official Global GPS Cache Hunt Site

Specifics of Project A.P.E.

I’m surprised I have never heard of this so called sport before this past weekend.  I’m also surprised that other marketers haven’t  attempted this as well.

Shannon

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