Unlock Me If You Can: The Rise of IRL Brand Treasure Hunts

A Trend Desk on Brands Getting Physical (and why we’re falling for the chase)

The change in how we perceive brands is wild. We’ve gone from gazing up at bright, flashy billboards and screens—once seen as the peak of modern advertising—to now walking right past them. Not even a glance.

That kind of noise used to feel like tech magic. Now it’s just… wallpaper. Pretty, loud wallpaper.

We’ve adapted. Our attention evolved.

And what we need now isn’t just more color.

It’s a new kind of chase.

Enter the hunting ground.

This is where I stop thinking like a strategist and start thinking like a kid—the one still clutching an imaginary map, chasing clues through Mexico City, convinced the next chapter of the story is just one step away.

“You shouldn’t internalize or take things personally when building brand strategy,” they say.

Fair. But what if that’s exactly the point?

Because branding is getting personal.

We’re starting to care again.

And if you really listen to that kid, you’ll remember they don’t care about KPIs or clean grids. They want honesty. They want fantasy. They want a world to get lost in. They want a story to feel real.

We want magic.

And that’s what got me thinking about treasure hunts. How have brands pulled them off before? How does it translate to today's world?

Brands are inviting us back into the chase — and the mechanics are evolving. Some go full IRL, hiding drops behind GPS coordinates or pop-up locations. Others reward attention with subtle clues: secret links, time-limited stories, cryptic comments that unlock something just for those paying close attention.

You could call it a modern treasure hunt. Or maybe — if you’ve spent time in gamer culture — you’ll recognize the thrill: hidden levels, unlockable content, the reward that only shows up when you really know how to play.

HBO’s Westworld: The Maze Alexa Experience

To promote Season 2, HBO turned Alexa into a gateway. Fans could activate The Maze—a voice-led, choose-your-own-adventure game voiced by the show’s cast. 400 paths. 60 storylines. One eerie, interactive world.

Why it worked: Alexa wasn’t used as a media novelty—it was the perfect host for a world about artificial intelligence and ethics. The tech itself became part of the immersion. Genius.

Hermès – The Groom’s Mystery Activation

Set inside a surreal horsekeeper’s residence on Pier 36, Hermès invited guests to solve the case of the missing horses—by exploring six theatrical rooms filled with hidden clues and iconic pieces. Birkins in the pantry. Saddles in the dormitory. Rotating tables of china in a dreamlike refectory.

Why it worked: It turned brand discovery into play. You didn’t browse a collection—you wandered through a world.

PUMA — The 5AM High Drop

No campaign. No countdown. Just GPS coordinates dropped on Instagram at 5AM. If you wanted the shoes, you had to chase them — in real life, before sunrise. They didn’t launch a product. They rewarded the ritual.

Why it worked: Because it turned a routine into a reward. No hype, no filters — just you, the street, and the prize waiting at the end.

The brands that stick aren’t the ones screaming for attention — they’re the ones whispering just loud enough for the curious to lean in.

Easter eggs, treasure hunts, secret modes — they aren’t just gimmicks. They’re invitations. Clues that say, “Hey, this world goes deeper if you’re willing to look.”

And maybe that’s the whole point. In a marketing world obsessed with metrics and reach, the real flex is building something that people want to chase. Not because they have to — but because it’s fun.

So go ahead. Hide something. Build a world.

Thank you for spending time at the Trend Desk