A Digital and Physical Treasure Hunt
Over several days, 50 cubes were hidden in the most iconic locations across Paris, offering participants a true phygital experience. Every morning, a clue was revealed on social media, inviting treasure hunters to head to the location and try to find a cube. The digital aspect allowed us to reach a broad audience, while the physical activation generated local excitement and a direct connection with the brand.
Impactful Content Activation
To amplify the impact of this activation, a series of dynamic videos were created at each stage of the hunt. These visual contents helped enrich the online experience, drive traffic, and maximize the event’s visibility. The activation culminated at the Galeries Lafayette, an iconic Parisian location, providing a gathering point for participants and giving the Rubik’s Cube ultimate exposure.
A Community-Building Activation
This event brought together a community of Rubik’s Cube fans, as well as newcomers, through a unique experience. By combining a physical treasure hunt with a digital activation, we created true synergy between the physical and digital worlds, enhancing the overall impact of the campaign.
The treasure hunt for the Rubik’s Cube’s 50th anniversary proved that even a legacy brand can reinvent itself through modern, interactive activations, combining engaging content and real-time participation. Thanks to this phygital experience, we successfully captured the attention of a wide audience, while offering each participant a memorable moment to share.
In summary, this phygital activation celebrated the Rubik’s Cube’s 50th anniversary in an original way by blending physical interaction and digital content to deliver a comprehensive, immersive experience to our community.
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