LivingSocial Adventures, the division of the daily deals company that sells prepackaged social experiences, has added augmented reality to one of its events. In a partnership with GoldRun, users can participate in an urban scavenger hunt to collect virtual objects.
Small teams will be given clues and assigned tasks that will lead them on a tour of Los Angeles, San Francisco or Seattle. At the location that solves each puzzle, participants photograph themselves with themed virtual objects (pictured) using the GoldRun augmented reality app.
The GoldRun app is free, but the LivingSocial Adventure costs a real-world $39 for the scavenger hunt and an after-party at which prizes will be awarded.
Several movies, television programs and clothing brands are among those who have used GoldRun for promotional activities. NBCUniversal, for example, used it to promote its fall lineup, putting aides in Bloomingdale stores to help shoppers take a photo that put them on a red carpet with stars like Christina Applegate and Hank Azaria. And at Comic-Con, GoldRun made it possible for attendees to have their photo taken “with” the vampires, shape-shifters and other characters from HBO’s hit True Blood.
GoldRun received $1.1 million from a group of angel investors that included Ed Mathias, Jon Ledecky, Jeremy Zimmer, Jim Hauslein and Mark Ein in April, 2011. GoldRun launched November 1st, 2010, and counts Bloomingdale’s, HBO, Tommy Hilfiger, Spike TV, H&M, Airwalk, Young & Rubicam, Esquire, Barnes & Noble, Universal Pictures, A&E Network and others among its clients.