Nestlé USA, Glendale, CA, is online for a 10-week treasure hunt in support of its Friskies pet-food brand.
The Great Friskies Internet Treasure Hunt will deliver weekly e-mails containing clues to registered players, who use the clues to determine the identity of the Web site housing the treasure. The first player to log onto the site wins a session with pet photographer Jim Dratfield after New York City spa makeovers -one for the winner, one for his pet. Ten first-place winners get a year's supply of Friskies food.
The effort recruited players through the Friskies Web site and partner Mydailycartoon.com. Seven other partners including Amazon.com, Shering-Plough, the Humane Association, and Google.com are linked to the treasure hunt route.
The treasure hunt is a first for Friskies, which cut media advertising markedly in 2001. In its first two weeks, the game garnered nearly 10,000 players. Friskies plans two or three hunts a year, with bigger prizes and a wider range of partner sites. Tannen Consulting International, New York City, handles.
