Cano Water x Transformers
In Summer ‘23 Cano Water became an official partner for the launch of the latest Transformers movie ‘Rise of the Beasts’.
To get people talking about this metal partnership of dreams, we rewarded fans with two treasure hunts. One of them would put even the most diehard fans through their paces…
Digital, Influencer and Social Content
We built hype for the hunt by creating a range of out of home, digital, influencer and social content. We also hijacked Transformer Reddit forums with teaser content.
We even created an ‘Antiques Show on a Road’ mocu-ad highlighting the collectibility of the special edition cans and dropping clues as to how to commence the hunt.
The Hidden Hunt
Player collects 7 special edition cans and tries
to decipher the cybertronian code
Player scans the QR code and enters the code into the hidden gateway
on the Cano website.
The code unlocks the first challenge on Spotify
The playlist includes a riddle and the songs in the playlist form
the clue to a key saying
Player enters the code for the first challenge on the Cano website
Challenge 2 asks the player to text their answer to a riddle
to a text number.
An autobot sends the player a new code in response to a correct answer to the riddle.
The player enters the code on the Cano website
The player is given a clue to a location that they need to find the coordinates for on Google Earth.
The player notes down the exact coordinates for Bumblebee
statue in the USA.
The player enters the coordinates on the Cano website to unlock
access to a game.
Highest score wins a gold plated Optimus Prime worth thousands of pounds.
Brand partnership activation, social content
Role: Concept development, Art direction, Copywriting
Agency: 10 Days