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Ted Baker runs Instagram treasure hunt with #TedsElfie Christmas campaign


Ted Baker has launched an Instagram-based game for the festive season.

To set the scene: Santa’s seven elves have gone missing – the last time they were all seen together was in last night’s #elfie (yes) that Santa took.

So now, fans are invited to help locate them. The starting point is @TedsElfie, where a series of illustrated winter wonderland images have been curated to look like a puzzle board.

Clicking on each inevitably reveals a comment with detail as to whether or not you’re close to finding the elves; hit certain squares and you’re encouraged to head to other accounts, like @journey_east or @wander_westward when in the forest, both of which also have their own puzzle boards to explore, like a continuing ‘choose your own adventure’-style game.


Despite a series of dead-ends, the experience every now and again comes up trumps with gifts on offer for those participating. “You deserve a treat after all this searching,” says one square a few accounts through. “Leave a comment on this image with #TedsElfie and you could win 1 of those Ted Baker hip flasks buried in the snow.”

Further accounts to discover from the village on the first screen include @explore_the_streets and @find_a_christmas_market, where further gifts including bracelets and tiepins exist. We also spotted tote bags, wash bags and scarf sets, as well as more experiences with snowballs, snowmen, a carnival and a busy town square to explore.

Those who find the elves are in for bigger treats again, including a trip to see the Northern Lights. The adventure is being updated over a three-week period with new clues for finding the missing elves.

Craig Smith, brand communication director at Ted Baker, said: “Digital is a key element of our global marketing strategy at Ted Baker, which meant it was important to create a campaign that would have real standout. Using Instagram in this exciting and engaging way allows us to interact with both our existing and new audiences in Ted’s innovative manner.”

The campaign was created by Poke London.


Cath Kidston, Bauble Bar driving traffic with Christmas treasure hunt campaigns


UK home furnishings brand, Cath Kidston, is running a cute campaign on its website in the run up to Christmas that invites shoppers to hunt through its pages to try and find Santa.

Every time they spot him they could be in with the chance of winning the products found on that page.

Based on the idea that Santa’s gone into hiding due to having too many wish lists to read through from the retailer’s main Christmas competition, the initiative sends fans on a hunt around its day bags, zip wallets, baby sleep suits and Christmas stocking fillers.

It is of course a clever move to get shoppers searching through the whole site, not to mention popping back on a regular basis, at a time when present inspiration doesn’t go amiss.

US online jewellery retailer, Bauble Bar, is running something similar for the festive season too. Email subscribers are being sent clues to “Buried Baubles” each day – items with serious markdowns hidden somewhere on the site. Meanwhile, its “30-days of Sparkle” campaign – as below – also sees daily discounts and offers being unveiled in the run up to Christmas.


GPS treasure hunting with Timberland

Timberland is running a GPS-enabled treasure hunt to push its new Earthkeeper footwear range across Europe.

The ‘Trail of Heroes’ campaign is open until June in Berlin, Brussels, London, Madrid, Milan and Paris.

It encourages participants to find hidden treasure (prizes such as clothing from the brand and a trip to Iceland) off the back of coordinates sent to their GPS device. is a campaign site created by brand experience specialists BEcause and Groundspeak, reports Campaign.