Canadian Club Starts the Hunt for Missing Hidden Cases
The Canadian Club Whiskey brand is sending people off once again on a search around the planet for hidden cases of the liquor.
The campaign, Hide a Case, is one of the longest running promotional campaigns in the spirit’s history. In the past, consumers have searched from Mt. Kilimanjaro to the Great Barrier Reef based on clues hidden in ads.
The return of the promotion yesterday to find a long hidden missing case, now includes online challenges, a video competition and a live treasure hunt. Social media, online, out-of-home and grassroots efforts help promote the hunt.
This year’s hunt will offer players the first clues to find one of the missing cases hidden around the world between 1967 and 1991.
“Over the span of more than two decades, 25 cases of Canadian Club Whisky were hidden around the world as part of the brands extremely popular Hide A Case adventure,” says Michael Cockram, senior director, Canadian Club, in a release. “With several cases still hidden, CC is challenging adventure-lovers to join the hunt. We’re bringing back this exciting campaign by inviting legal purchase age consumers to join the search for one of the undiscovered cases, this time with a chance at winning $100,000.”
People can register to be selected for one of eight spots on the expedition at http://www.hideacase.com Starting May 17, the Web site will feature the first of six weekly challenges where participants will use their creativity, brain power and speed to win points and discern clues as they try to advance through round one. Those who receive 50 or more points move on to round two where they will post a video online illustrating why they should join the CC Hide A Case expedition.
In July, the top 30 videos will be put before a panel of judges and an online vote to help narrow the playing field down to four Canadians and four Americans.
In April 2011, these eight participants will head off to parts unknown and will compete against each other in a series of scavenger hunt and trivia challenges designed to uncover the location of one of the elusive hidden cases of Canadian Club Whisky and win the $100,000 prize.
Well-known Canadian and international adventurer Kevin Brauch, popular for his roles as TV’s Thirsty Traveler and floor reporter for Iron Chef America, will lead the adventure. In April 2011 Brauch will lead the eight participants to a secret exotic location where they will hunt for one of the missing cases.
From 1967 through 1991, the Canadian Club Hide A Case adventure saw 25 cases of Canada’s famous whisky hidden in extraordinary locations across the United States and all over the world, including: Mt. Kilimanjaro in Tanzania; Angel Falls in Venezuela; the Swiss Alps; the Arctic Circle; California’s Death Valley; and even atop a skyscraper in Manhattan. To date, 16 of the hidden cases have been discovered – many of them found with the help of clues revealed in a series of Canadian Club print advertisements published in the 60s, 70s and 80s.
Beam Global Spirits & Wine, Inc markets Canadian Club.
