A year’s plan starts with spring, and the beauty of spring should be awakened through outdoor activities. Don’t waste the bright and beautiful spring days cooped up at home—let the power of nature stir your long-restless heart instead. If you’re not quite ready yet, why not first take part in the “Fierce Camels, Wonderland Treasure Hunt” virtual outdoor game crafted by CAMEL Camel, and immerse yourself in the rugged splendor of the great outdoors? Who knows—you might even get the chance to experience a real-life treasure hunt by joining an offline Wonderland Treasure Hunt event hosted by CAMEL Camel.
On April 15, the fiercely launched online promotion and event—the most significant ecommerce campaign and online activity for the Camel brand in the first half of 2014—kicks off with great momentum. Six Tmall stores, including the Camel Apparel Flagship Store, Camel Outdoor Official Flagship Store, Camel Men’s Shoes Official Flagship Store, Camel Men’s Wear Official Flagship Store, Camel Women’s Shoes Flagship Store, and CAMEL Camel Flagship Store, are simultaneously holding a massive joint promotion. Within this immersive online gaming scenario, consumers can participate in treasure-burying and treasure-hunting games to win attractive prizes such as solid gold bars, Leica cameras, and Camel hiking boots. The grand prize of this promotion is an offline outdoor activity based on the online landscape, blending the virtual and real worlds of outdoor adventure.
Wonderland Treasure Hunt—Nothing Is Impossible
Once the game goes live, users of all six CAMEL Camel Tmall stores can join in this fun treasure hunt. When players click to enter the mini-site treasure hunt interface, they’ll see a dark-toned silhouette map of a camel. The loading progress bar transforms into flames burning along the outline of the camel. Once the flames finish burning, the full map of the camel silhouette is revealed.
In the treasure hunt interface, you’ll see that the treasure map consists of 3D maps of four renowned domestic outdoor adventure destinations: the Yarlung Tsangpo Grand Canyon, Lop Nur, Kanas Lake, and the Gaoligong Mountains. Players can choose any of these locations to either bury or hunt for treasure. When choosing to bury treasure, simply select one of the adventure sites as the location to hide the treasure chest, set a sealed question related to the Camel brand, its endorsers, or other brand info, and a golden camel will appear where the treasure chest is buried—thus completing the process. If you want to go treasure hunting, the game will present you with a shovel to start digging. Click the mouse 15 times within 5 seconds to unearth the treasure chest. Once the chest is dug up, a question set by the treasure hider will pop up upon opening. The digger just needs to answer the question correctly to successfully claim the reward inside. Throughout the game, CAMEL’s spokesperson—Han Han—is cheering you on from the bottom left corner of the screen.
This game is also available on both PC and mobile devices. Consumers can simply scan the event QR code with their phones or click the event link on their mobile devices to switch from the PC game mode to the mobile interactive mode, allowing them to go treasure hunting anytime, anywhere.
Real-World Adventures—Camel Takes You to Wonderland for Treasure Hunting
The outdoor backdrops selected for the “Fierce Camels, Wonderland Treasure Hunt” game are all mysterious and breathtaking spots in China, perfect for off-road exploration and venturing into the unknown. In these settings, you can scale towering snow-capped mountains to enjoy panoramic views, trek through primitive forests bordering vast canyons, or venture as far as you can into the rarely visited Lop Nur. From the online game to outdoor product sales, and then to real-world outdoor activities, this complete brand activity chain is the best showcase of the brand’s professional outdoor expertise.
After the online treasure hunt game ends, you might still regret not having truly experienced the fascinating wonders of the great outdoors—but the “Fierce Camels, Wonderland Treasure Hunt” event isn’t over yet. After the online game concludes, another large-scale offline event will commence. According to sources from CAMEL Camel, the Yarlung Tsangpo Grand Canyon is highly likely to be the final destination of the event—something to look forward to with great anticipation.