SCVNGR And Downy Team Up For World’s Largest Digital Scavenger Hunt
The laundry brand is staging a scent-based scavenger hunt to prove that the new in-wash scent-boosters cannot be overpowered by the over-the-top sensations in Las Vegas.
Proctor and Gamble’s laundry brand, Downy, is partnering with SCVNGR, a mobile app that creates location-based scavenger hunts, to promote the new in-wash scent-boosting beads, Downy Unstopables. The game is scheduled for December 3rd in Las Vegas, with actress and author Amy Sedaris as Master of Ceremonies for the kick-off at the Bellagio. Guinness World Records will be give the game the title of ‘Largest Digital Scavenger Hunt.’
Participants must download the SCVNGR app on an iPhone or Android; locations are sent to these mobile devices, and once the team has found the location, a challenge specific to that place will be given. Downy hopes to show that their product can stand out, even in an overly-stimulating city such as Las Vegas. The winning team of the scavenger hunt will win $20,000. Interested consumers who do not live in Las Vegas can participate in the game through an online component that prompts users to search for hidden scent beads located around the Downy website.