To solve this we created an on-line Treasure Hunt inside the online map. First prize was half a kilo of pure gold. The idea was to plant clues in the actual online maps. All in all there were 14 different clues to solve. While some were altered satellite images, some were films uploaded on Youtube, one required you to call 118118 to get a phone number and one was even announced at a specific time as a TV-commercial aired on national TV.

Eniro, the Swedish directory inquiry service, launched a new online map service. Among many new features it included an upgraded Street View mode. We discovered that people found the new online map difficult to use.

After just three weeks more than 400.000 people, from all age groups, had visited the starting point. The initial objective was to make 15.000 people use the new map service. More than 100.000 made it to clue No 4 and further. The blogosphere swarmed with messages about the Treasure Hunt with walk troughs, tips and appeals for help to get further.

Most clues were altered 360 images in Street View mode, created by the special car and camera that travels cities to take 360 images of streets worldwide. By planting clues in the maps we made people use the different tools and become familiar with them. They also went on a virtual journey across Sweden.