You’re in the woods. GPS in one hand, compass in the other. Your shoulders ache from your heavy Camelbak bloated with water, trail mix, maps and bug spray. But you press on. Yes, today you are geocaching and it’s off to the next find.
Geocaching is a real-world, outdoor treasure hunting game using GPS-enabled devices. Participants navigate to a specific set of GPS coordinates and then attempt to find the geocache (container) hidden at that location. Check out Geocaching.com.
As a marketer, I naturally wondered how brands could be part of this program. It is hyper local and personal and there are over 1.4 million caches hidden worldwide. In a typical week, nearly 300,000 caches are logged by over 40,000 Geocachers. This concept has opportunity.
I read about Jeep and state parks utilizing geocaching for promotional purposes but had not experienced it first hand.
I was caching a few nights ago and found a Geico travel bug in a cache (a travel bug is a trackable tag that you can move from cache to cache). The Geico travel bug, much like other travel bugs, had a story attached to it. It was in the shape of the gecko and read, “I love meeting new people and helping them save money.” When I logged the tag code on the geocaching site, more branding and engagement was shared.
This sponsored trackable had a sweepstakes attached to it. Fill out a form and you’re entered to win a GPS unit. (Check it out here.)
It’s tough to get more personal than this. And while I initially thought brands relevant to geocaching such as Jeep and Garmin made the most sense, it seems other not-as-outdoorsy brands can make it work.
A geocaching sponsored trackable may not be the right fit for your brand, but it’s an option. To me, this tastes like guerilla marketing with a large helping of creativity on top.
While you’re thinking about that, I’ll be geocaching.