Budget Launches Blog-Based, Sixteen City Treasure Hunt

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In a first, Car rental company Budget has launched a blog-based, four-week, 16-city treasure hunt, called Up Your Budget, which offers a total of $160,000 in prizes. To win, participants must find a sticker which has been placed in a public location in each of the 16 cities, call the number on the sticker and provide photographic or video proof they've located the sticker. To find the sticker, contestants will read the Up Your Budget blog for clues and watch daily video clips (in easy to navigate Quicktime, thankfully) shot in each of the 16 cities which help identify the city and where the sticker has been placed within the city. The clues will come in the form of blog posts by the two-person crew that shot the videos as they drop identifiers such as weather, local culinary choices and geographic references. There will also be a Treasure Hunter's blog on which contestants can submit hints, clues and sightings. Each week, four of the 16 cities will be in play.

Following the blog-based approach, the contest itself will be promoted almost entirely within the blogosphere with sites like Adrants, MarketingVOX and Boing Boing breaking the story and with advertising promotion on 74 weblogs, including Buzzmachine, Metafilter, Gothamist, Jossip and Busblog, through the BlogAds blog advertising network. There will also be some minimal search engine keyword and IM buys. It will be a true test of the weblog medium's ability to propagate information and main stream media's capacity to rely on (and credit) bloggers as sources.

The campaign was created by blogger, author and marketing strategist B.L. Ochman and Impax Marketing Group's Jay Arnold. The Up Your Budget blog was designed by Design4Results' Komra Moriko and advertising was created by the famed "cartoons on the back of business cards'" Hugh Macleod. Center City Film & Video shot the clue clips. Gret stuff. Who needs mainstream media when you have the consumer-generated, conversational power of weblogs and social media? Already the thing is spreading like crazy. This is truly very cool.

Written by Steve Hall    Comments (5)     File: Promotions, Weblogs     Oct-24-05  
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Comments

Holy crap. I think I just took a dump.

Posted by: Rod Anger on October 24, 2005 02:15 PM

That is a nice concept. Just a bit hard to accomplish...

Posted by: Joaquin on February 23, 2006 10:09 PM

Sounds like fun. I did one of these with Saturn in NJ and it was a great day. We got lost a few times, but did well.

Please let us know how this turned out.

Posted by: Budget on April 13, 2006 10:54 PM

I live in CT and I recently was cheated by a Budget rental franchise. I've contacted everyone that I can and I've submitted complaints but no one seems to care. There seems to be a real lack of ethical standards within the company and I have to say that I would never use this company again.

Posted by: Brian Emerick on September 26, 2006 01:39 PM

I live in CT and I recently was cheated by a Budget rental franchise. I've contacted everyone that I can and I've submitted complaints but no one seems to care. There seems to be a real lack of ethical standards within the company and I have to say that I would never use this company again.

Posted by: Brian Emerick on September 26, 2006 01:40 PM

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