Treasure Hunt

Services like Google Maps, Street View, Streetmap and MapPoint offer a variety of tools and services that have changed user expectations of online cartographers. Some online maps are now so sophisticated that service providers are tasked with the dual challenge of promoting their services while educating users.

Swedish map and directory service Eniro needed a high profile strategy that would engage users and increase familiarity with the mapping service. The answer? An online treasure hunt with half a kilo of gold waiting to be discovered.

Swedish map service Eniro wanted to re-establish itself in the crowded online map marketplace in a way that demonstrated its new features and services. Eniro aimed to achieve 15 000 trials with its new platform.

There are already many online mapping services available to internet users. Map services have been a major feature of the web since Map Quest gained popularity back in 1996 with its address matching and route finding service. By 2010, services like Google Maps, Google Street View, Streetmap and MapPoint offer a variety of services that have changed user expectations of online cartographers.

Eniro needed an eye-catching strategy that in addition to generating publicity would actually enable users to experience the features of the new site for themselves, in an engaging and involving way.

Find that horse

The solution was a treasure hunt, with a genuine half kilo of gold as the prize. By planting clues in the maps, would-be treasure hunters had to use the various tools to reveal the location of the treasure.

The hunt was launched with a national TV commercial that ended with the clue "follow the horse". Viewers were encouraged to get online at Eniro.se and find "the horse" to find the next clue. The story led participants through the street and solving riddles. There were 14 different clues constructed for different age groups. One of the clues required hunters to use Eniro's telephone directory service, and another was broadcast as TVC.

Treasure hunters began sharing hints, tips and walk throughs with each other on blogging sites. Eventually eight contestants were selected to go to Stockholm to take part in a televised final. The TV show required contestants to use the online service in order to complete the challenge.

Results

After three weeks, more than 400 000 people from different age groups had visited the starting point, surpassing the initial goal of 15 000.

More than 100 000 contestants made it to clue number four and beyond.