Through innovative engagement strategies like Geocaching and influencer collaboration, the #TreasureHunt campaign crafted a memorable branded live experience.

Its twist of promoting stem cell donor registration added emotional depth, fostering genuine audience connection and action. With record-breaking new registrations and tangible lifesaving outcomes, the campaign demonstrates the power of experiential marketing to drive meaningful social engagement and impact.

In Germany, bone marrow donations have seen a significant decline since 2019, compounded by the yearly removal of 120,000 donors due to age restrictions. The success of bone marrow donation relies heavily on the availability of young donors, yet many donations become unusable over time, necessitating a continuous influx of new, eligible donors.

Against this backdrop, the #TreasureHunt campaign strategically tapped into (young) adults' preference for leanback TV-entertainment with the whole family (wich is strong in Germany) and combined it with gamified open-world experiences, that make them actively participate (even if they just post on social media that we have bigger problems in live than hiding a suitcase

By leveraging renowned TV hosts and influencers like Joko & Klaas, the campaign not only captured attention but also fostered meaningful engagement, driving action to replenish the donor pool and address healthcare challenges that may not naturally garner PR attention or word-of-mouth buzz.

Diagnosis: Blood cancer. Shock. Every year, 14,000 people in Germany receive this diagnosis, triggering a race against time. Bone marrow donations are crucial for their survival. However, with a sharp decline in registrations, there is an urgent need for donors, particularly young individuals, as their donations offer a higher chance of a cure. It's only through registered donors that suitable matches (a genetic twin) can be found.

Finding this genetic twin is like a treasure hunt with a treasure that is deeply required to save your own life.

CosmosDirect's objective was to create nationwide awareness for blood cancer and spark a debate for the urgent need of bone marrow donors. Additionally, we aimed to call to action and register at least 10,000 young adults as potential donors to save a few lives. However, to break the silence on this inconvenient topic, we had to be loud - very loud.

CosmosDirekt launched a playful #TreasureHunt in Germany, revolutionizing "Geocaching" by concealing a briefcase with 1 million euros for DKMS. For a week, Joko and Klaas, renowned German TV hosts, presented daily riddles during prime time TV slots, revealing coordinates to the hidden suitcase upon solving.

However, on the fourth day, amidst the campaign's peak attention, we abruptly halted the game. We aimed to reach millions by injecting an unexpected call to action: registering as a stem cell donor in what appeared to be a lighthearted nationwide game.

The Challenge: Only upon receiving 10,000 registrations would DKMS disclose the numerical code to unlock the suitcase. This bold maneuver risked either ending the game or magnifying its impact, amplifying the #TreasureHunt's reach across press and social media, casting a spotlight on the issue of blood cancer.

All (young) adults / potential donors in Germany

The playful nature and the influencers/hosts "Joko&Klaas" served as ambassadors, helping us reach our desired young target group. Instead of directly educating them on blood cancer and the urgency of registering as stem cell donors, we created content that captivated their attention for days, allowing them to playfully experience the hope for a better life, akin to finding a €1 million briefcase.

Recognizing that nothing is more enticing than not knowing how a game or story ends, we utilized this effect to initiate the biggest and most crucial cliffhangers. This approach allowed us to transfer the excitement of the million euros treasure hunt to the urgency of the treasure hunt blood cancer patients endure.

By avoiding overwhelming them with "boring" topic-related information, we engaged them with a thrilling geocaching-hunt. The pivotal reveal occurred during the grand finale, when all eyes were on...

CosmosDirekt launched a playful #TreasureHunt Geocaching adventure in Germany, teaming up with the country's most famous TV host duo, Joko & Klaas. To elevate the experience instead of investing in traditional media, we filled a briefcase with 1 million euros, seizing primetime with content that Germany's biggest broadcaster couldn't decline.

Throughout a week in November, Joko and Klaas presented daily riddles, leading to the coordinates of the hidden suitcase. The campaign became a nationwide PR sensation, engaging millions of active players and other Influencers and media outlets to commonly find this valuable treasure.

However, on the fourth day, a surprising twist unfolded: a call to action to register as a stem cell donor. The reveal of the numerical code to open the suitcase depends on DKMS receiving 10,000 registrations. This bold move could either abruptly end the game or amplify its impact, but it undoubtedly changes the narrative on bloodcancer

Results Summary:

< The treasure hunt achieved a record-breaking number of new registrations, surpassing the target of 10,000 within 4 days, with 38,000 new sign-ups.

< The campaign garnered nationwide coverage and engagement, with influencers actively participating in the game alongside their followers, amplifying its reach.

< A member of a streaming community associated with gaming influencer and Twitch streamer "Papaplatte" successfully located the suitcase, generating widespread excitement within the community.

< Notably, the campaign has already saved 3 lives: As a direct result of the new registrations via DKMS prompted by the #treasurehunt, 3 patients have found a genetic twin as a life-saving donor within the newly registered #schatzsuche community. It is claimed that these donors would never have been found without the new registrations triggered by the campaign.