City pursuit: Treasure Hunt lifts Melbourne

Melbourne – The Great Melbourne Treasure Hunt, a collaborative effort involving the City of Melbourne, The Future Laboratory and Right Angle Studio, has ended.

The transmedia campaign, which attracted a loyal following of Melburnians and tourists alike, from eight-year-olds to OAPs, saw crowds of participants scour the nooks and laneways of the central business district, where retail activity usually slumps during the month of February.

Clues were leaked online and through traditional media as well as a central City Concierge parked outside Melbourne Town Hall, which led crowds to prize draws in specific locations in the key lifestyle and shopping precincts.

For more on how the campaign used social media to engage with consumers, read our Innovate article.