Timberland is launching a European-wide geocaching experience, the first of its kind in Europe ever, to support the launch of its new Earthkeepers™ range of footwear. The ‘Trail of Heroes’ campaign will run across six cities – Paris, London, Milan, Brussels, Berlin and Madrid, from May until June.
Brand experience specialist BEcause has been appointed by Timberland to manage the campaign and will work alongside Groundspeak, the location-based technology specialist.
The ‘Trail of Heroes’ campaigns focuses on getting consumers outdoors to find a uniquely designed set of caches that have been strategically placed in each city. Timberland prizes are rewarded to the first consumers to find the caches in each city, with one final grand prize being awarded to an overall European winner.