PANDAMART #HUNTTHEMOUSE: SINGAPORE’S NATIONWIDE,

IN-PERSON, $100,000 CASH HUNT

Image Credits: pandamart #HuntTheMouse

After a three-year hiatus due to COVID-19, gamification company Sqkii has reintroduced its viral cash hunt, in which one $50,000 gold coin and one hundred $500 silver coins are hidden throughout Singapore for people to find and exchange for cash.

This year’s iteration is supported by title sponsor foodpanda. Players can get hints through Sqkii's social media, real-time map data on the game website, or by obtaining crystals to exchange for clues when they purchase items from participating brands like Domino's Pizza, Milksha, or pandamart.

The nationwide cash hunt has proven popular with the general public, with some TikTok videos showing groups of people looking for the coins in the same location. In previous iterations from 2017 to 2019, the cash hunt attracted over 500,000 players.

With COVID-19 having somewhat abated and restrictions eased, brands have regained the freedom to explore outdoor campaigns instead of being conducted digitally.

To take it up a notch, marketers can consider applying gamification in real-life campaigns to make it more immersive and boost engagement among consumers.

Three things to consider when partaking in an activity as a brand partner

1) Are there brand synergies amongst participating brands in an event like this?

2) What are the brand's end goal / continuity plans in partaking in such campaigns?

3) To ensure that gamification mechanics are paired effectively with OOH infrastructure to gain better participation.

Sources: Google Trends, Tik Tok, Sqkii

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