Brief: Create interest in Time Inc's new driving channel, The Drive and encourage newsletter sign-ups
Idea: Working with my long-term collaborators and friends, TheNINETY, we developed a four part video review and real-world treasure hunt game. The review took in 4,000 miles and at the end the Alfa Romeo was "abandoned" with viewers invited to find it using the visual clues in the videos and the extra clues found in the newsletter. The first person to find it, got the car!
Results: Millions of web views and 70,000 news letter sign ups.