LO:LA was asked to come up with a unique promotion to support the premier of the movie GOLD (2016) starring Matthew McConaughey. Our goal was to create something that would inspire movie-goers and draw added media attention. We did this via an experiential campaign that intertwined plot points from the film and garnered the excitement of prospecting for gold. Through a physical and digital treasure hunt across all five NYC boroughs, people were provided clues through their phone in real time with the eventual winner ending up at the Waldorf Astoria and STRIKING GOLD, literally! Along with the concept, LO:LA designed a gated campaign microsite, campaign social channels, video content and key messaging.