Preview: Geo Quests

Global – Campaigns that can only be accessed in particular places enable a form of digital magic not accessible through the click of a mouse.

• Geo Quests use geo-tagging to embed digital content in the physical world
• People must travel to access the content, turning a passive experience into an active adventure

No more sedentary browsing – digital media is up and wandering.

From Swedish band John Moose’s area-specific album release to sports brand Peak Performance’s virtual pop-ups in the wild, brands are taking consumers on content quests that reward exploration.

‘We want to encourage people to get outdoors and experience places and areas they haven’t been to before,’ Jeanette Francke, PR and campaign manager at Peak Performance, tells LS:N Global.

The Big Picture: For more on the potential of Geo Quests, read our latest microtrend.