Bud Light Platinum and Justin Timberlake have created a scavenger hunt that blends the real world with mobile and social to give fans a chance to win a Platinum Nights trip to see the musician perform.

The scavenger hunt is taking place during Timberlake?s 20/20 Experience World Tour and asks fans to unlock weekly clues via Facebook or QR codes. The weekly prize is two tickets to see Timberlake perform along with travel, hotel, exclusive clubs, spending money and car service.

"With a scavenger hunt you can mobilize consumers to engage in ways that go beyond simple digital interaction," said Roger Katz, CEO of Friend2Friend, Palo Alto, CA. "Done in the right way, a scavenger hunt can engage users in a way that gets them reinforcing the very behaviors and actions that the brand is interested in propagating (music, beverages, etc.). By emphasizing sharing in the promotion, ensures that those who participate help spread the brand message.

"Having Timberlake engage his fanbase on behalf of Bud Light helps ensure the right level of campaign buzz and reach right out of the gate," he said.

"And as Timberlake himself suggests, it's something fun and rewarding for his fans to be a part of. That's a wonderful marketing 'win-win.'"

Mr. Katz is not affiliated with Bud Light. He commented based on his expertise on the subject.

Bud Light did not meet press deadlines.

Digital clues
Bud Light Platinum?s creative director will release a weekly clue on his Facebook page that will lead fans to online and real-life experiences.

Fans can also access the clues via the Web site http://platinumnights.com. The site is optimized for mobile and can also be accessed via QR codes on Bud Light Platinum signage.

Some of the scavenger hunt challenges include Vegas Pregame, Elemental, In the Mix, Night Moves and Runner, Runner.

In addition to solving challenges, fans will earn points based on their social sharing. The Web site keeps track of points on a leaderboard.

Every week another winner will win two tickets to the Platinum Nights adventure.

The first prize is a trip for two to the iHeartRadio Music Festival in Las Vegas to see Timberlake perform and to attend the red carpet premiere of his new film "Runner, Runner," which comes out on Oct. 4.

Subsequent prizes will be trips to The 20/20 Experience concerts throughout 2013.

Bud Light Platinum will be hosting local scavenger hunts in every The 20/20 Experience World Tour city in addition to the national scavenger hunt.

Fans must be 21 or older to participate in any of the scavenger hunts.

Mobile beer
Bud Light has used mobile in many past campaigns to reach consumers and build its brand.

Earlier this summer, Bud Light used a mobile application to engage music fans as a part of its Music First program (see story).

Budweiser also placed mobile ads within Rolling Stone?s mobile site to build hype for its Black Crown beer (see story).

"As the amount and types of data continue to grow, it is more important than ever for enterprises to make sense of, and act upon, all of the data currently available to them," said Craig Davis, Founder and CEO of Relevvant, San Francisco. "The use of Facebook authorization not only allows Budweiser the ability to confirm the customers age, but it can also give them some interesting, interest-based information on what their audience looks like.

"The option to allow the user to be communicated with, by either SMS or social media, demonstrates the continuing importance of SMS as a direct marketing medium," he said. "SMS gives the brand an unobstructed, direct communication channel with customers.

"Today?s connected mobile lifestyle is creating the opportunity for targeted engagement across the entire marketing ecosystem. Savvy brand marketers understand that every customer engagement is more effective when the right content is delivered to the right person via the right channel.?

Final Take
Rebecca Borison is editorial assistant on Mobile Marketer, New York