Sorel’s handy footwork at the Sundance Film Festival stirs things up!

Sundance Film Festival Park City Utah
Sundance Film Festival Park City Utah

This year’s Sundance Film Festival is set to host a rather different kind of scavenger hunt. Sorel, a high-end footwear brand, is inviting guests to participate in a virtual hunt using a mix of augmented reality, Facebook and, of course, QR codes. Park City, Oregon, home of the 2011 festival will be transformed by technology for the first six days.

There’s a lot at stake as Sorel puts up its most popular brands for grabs – including exclusive access to events normally reserved for those of significant fame and/or VIP status.

Teaming with GoldRun, an application designed for augmented reality via mobile devices, Sorel has been hard at work placing QR codes all over the downtown area. With virtual Sorel Bears placed all over high traffic areas, teams are encouraged to snap pictures of them, and email them in for prizes. An iphone app has also been created so you can track the game and your score. The company has even set up a booth to sell hot cocoa to guests, the cups of which will also be branded with the code. Scanning the code enters participants into a contest where they can win a number of prizes.

Says Sorel’s director of brand and marketing communications, Linda Reese: “…This year, we wanted to have a bigger presence and do something innovative and unexpected.”

With QR codes and other virtual markers riddling Park City, Sorel is sure to make waves among the tech savvy. QR technology has been at the reigns of a marketing revolution recently, with more companies opting to use the codes to better interact with customers. This use of the technology is breaking new ground and is testing the boundaries of what people know can be done with QR codes.

The event will run from January 20th to the 25th. Sorel has also dedicated a tab on their Facebook page detailing more information on their actions at the festival, as well as opportunities for those not attending to join the action and win prizes electronically. We say…”Let the games begin!”

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