In May, an anonymous real estate developer gave away more than $10,000 to random recipients in San Francisco, hiding cash in public places and tweeting clues about where it could be found. Not surprisingly, the Twitter account has acquired nearly half a million followers, each of them presumably looking to participate in the altruistic scavenger hunt.
What’s particularly interesting about Hidden Case, apart from its online popularity, is the way in which it engages with people in the real world and shines a public spotlight on the places where the cash is hidden. The game says a great deal about the creative ways in which a local social media company can drum up actual interaction between customers and a brand.
In this case, we’re dealing not with a brand but with one wealthy person who felt like finding a unique way to be generous. But it’s easy to imagine a California tourism board pairing with a local social media company in Los Angeles of Beverly Hills and organizing a game like this to get people to follow them online and lead the mainstream media towards chosen sights and attractions.