Experiential Marketing | Bespoke Treasure Hunt Consultancy | London
The Brief
We were approached by a creative agency to create an exciting, social-first fan activation to celebrate their clients partnership and engage football supporters around the launch of the club’s new kit.
The Big Smoke Events was brought in to provide specialist treasure hunt consultancy, helping develop a fun, accessible experience that would encourage fans to get involved, explore the Stadium surroundings and engage with the campaign.
The challenge was to create something that felt authentic to the passionate fanbase, generated engaging social content and could be delivered within a tight timeframe.
The Solution
Drawing on over 10 years of experience creating bespoke scavenger hunts, The Big Smoke Events worked with the agency to explore different gameplay mechanics, from clue-led treasure hunts to a more accessible, social-first discovery experience.
The final concept centred around 32 golden-ticket prize opportunities hidden around the football tickets, giving fans the chance to discover prizes including official shirts and match tickets.
The activation was designed to connect the physical hunt with the wider social media campaign, with influencers helping to build excitement and encourage fans to join the search.
Our consultancy support included:
- Location research and mapping: Identifying 32 potential locations around the stadium, incorporating iconic statues, murals, supporter landmarks and stadium features.
- Creative concept development: Advising on treasure hunt mechanics, prize reveals and ways to make the experience engaging and accessible.
- Fan engagement strategy: Recommendations for influencer involvement, social sharing challenges and opportunities to create memorable content.
- Operational planning: Guidance on location selection, prize distribution, staffing, crowd management and participant flow.
A key consideration was ensuring the experience felt like something fans would genuinely want to participate in, rather than a traditional branded promotion.
The Result
The Big Smoke Events helped shape a bespoke, football-focused discovery concept, translating an evolving creative brief into a practical activation plan.
By combining our treasure hunt expertise with an understanding of fan behaviour, social engagement and live event logistics, we supported the agency in developing an experience rooted in the football’s identity and the excitement of discovering a golden ticket.
The project demonstrates how our specialist scavenger hunt consultancy can extend beyond traditional corporate team building into experiential marketing, brand partnerships and public fan activations.
Whether designing a fully managed treasure hunt or supporting an agency with creative strategy and operational planning, The Big Smoke Events brings a playful, practical approach to creating memorable experiences.
