Smokey Bear has been essential to the reduction of wildfires over the last 75 years, but he still needs help. Even today, nearly 9 out of 10 wildfires nationwide are caused by people. In fact, his message is even more relevant today as people are living closer and closer to wildlands and more frequently choosing outdoor recreation activities. To reach Smokey’s audience where they are, there’s no better place than in his natural habitat – along with the help of the real-life outdoor treasure hunt of geocaching.
Geocaching.com and the Geocaching® App are platforms for creating, sharing and playing experiences digitally and in the real world. Geocaching HQ and The Ad Council are teaming up again to celebrate Smokey Bear’s 75th birthday with 1,500 limited edition Smokey Bear trackable game pieces (TGP). The Geocaching community will work together to help move the Smokey Bear TGPs throughout the game on an adventure to spread the word about fire safety and to celebrate Smokey’s 75th birthday. Geocachers are encouraged to go find a Smokey Bear TGP and share the celebratory fun along the way through social media using the hashtag #SmokeyBear75.
Geocaching attracts a diverse community of adventurers who foster a sense of ambassadorship for brands, and it sparks outdoor participation and engagement with experiential campaigns. The platform has been used to help promote and share brand’s stories and values authentically with memorable experiences that build community connections for many years.
If you’ve ever wondered if something like this is a fit for your brand, here’s 3 reasons why Geocaching is great for IRL (In Real Life) marketing:
Geocachers love to travel and explore new places.
For travel and tourism professionals, you can attract visitors to local attractions, historical locations and businesses with a custom Geocaching GeoTour. Check out how the over 50 GeoTour destinations have hidden a curated set of geocaches to attract visitors and tourism revenue to their destination. In fact, 43% of geocachers find geocaches 155+ miles from their home.
Geocaching can be used to enhance your event-based marketing activation.
Planning an upcoming event and want to engage attendees with your brand with a scavenger hunt like experience? Drive foot traffic, boost event participation or hide fun giveaways at private or public locations using the Geocaching Adventure Lab app. Unlike the traditional game of geocaching, an Adventure Lab can be set up for a temporary event and customized to a certain audience. There are 141 Adventure Labs happening now all over the world.
Trackable game pieces will continue to travel for years to come, spreading your brand’s message for a nearly endless lifecycle.
Since the Jeep TGP promotion launched in 2004, Jeep TGPs have been passed from geocacher to geocacher, totaling 232,872 individual touchpoints. Geocachers love sharing these pieces of geocaching history at events and on social media.
When people physically interact and engage with your brand in a positive way, they create shareable, story-worthy moments. Ultimately, combining a brand with a positive experience is marketing at its best.