Geocaching.com Unveils Latest Branded Promotion with Doubleday, John Grisham
Geocaching.com Bridges Digital and Tangible for Big Brands
October 1, 2012 – SEATTLE –
Geocaching.com announces its latest partner, The Doubleday Publishing Group for John Grisham, in a series of cutting edge promotions. The trend of big brands turning to Geocaching.com for promotional campaigns continues with John Grisham’s latest book “THE RACKETEER” (Doubleday; On Sale: 10/23/12). The Geocaching.com promotion is set to launch on Tuesday October 2, 2012 ahead of the book’s official release on October 23rd.
Doubleday joins powerhouse brands such as Expedia, GEICO, Jeep, Timberland, and 20thCentury Fox in working with Geocaching.com to create buzz around new products. Geocaching.com promotions boast a nearly-endless life cycle and tap into a growing community of five million adventurers around the world. With smartphones and GPS technology, Geocaching unites location-based outdoor adventure with digital play and tangible game pieces called Trackables. Users’ engagement is recorded and Trackables’ movements are traced through dedicated promotional pages on Geocaching.com. The high-tech campaigns are augmented with additional brand touch-points via social media, direct emailing and online advertising.
Doubleday’s promotion taps into the power of Geocaching.com to engage readers in a fun, interactive campaign that mirrors the book’s plot, in which ill-gained gold bars are moved from place to place. Five thousand John Grisham branded Geocaching.com game pieces (called Trackable geocoins) will be released by geocachers into geocaches across the United States. These unique golden metal coins are minted with a unique tracking code, the “THE RACKETEER” branding and the tag line, “999.9 Pure Suspense.” The geocoins will pass from hand-to-hand and geocache-to-geocache with opportunities for participants to win prizes including autographed first editions of “THE RACKETEER” and a Grand Prize one-ounce bar of pure gold. The campaign is expected to generate far more than a million impressions online. The Trackable game pieces are expected to touch more than 50,000 people, in-person, during the campaign.
Geocaching is a free hobby that combines the outdoors, exercise, technology, and adventure. Geocachers search for geocaches—cleverly hidden containers that hold a logbook and often small trinkets for trade—using a GPS device or a smartphone equipped with a Geocaching application. Currently, there are more than 1.8 million geocaches hidden in more than 185 countries. Geocaching promotions can be targeted to specific countries or regions.
For more information about geocaching promotions or interviews with the Seattle-based founders of Geocaching.com, please email or call the media contact listed below.
Media Contact: Eric Schudiske
Social Media and Public Relations Manager
(c) 206-310-3597 /
About Groundspeak: Seattle-based Groundspeak Inc. owns and operates Geocaching.com, the world's largest location-based entertainment portal. Groundspeak’s mission is to inspire outdoor play using location-based technology. Groundspeak develops tools to help technology enthusiasts create and share unique adventures in the real world. Learn more at http://www.groundspeak.com and watch this animated tutorial to learn about geocaching.