The footwear brand connects with consumers through virtual Sorel bear scavenger hunt, QR codes and opportunities to win Sorel boots, access to VIP events and more
PORTLAND, Ore.—Sorel, a premium footwear brand, will turn Park City into a rewarding social media experience during the Sundance Film Festival. Consumers can embark on a virtual scavenger hunt through augmented reality, QR codes and Facebook to win some of the most popular boots from Sorel’s Fall 2010 collection, hats and more, including access to VIP-only areas in Park City during the Sundance Film Festival.
Sorel has an exclusive partnership with GoldRun, an augmented reality mobile application used to host the virtual scavenger hunt, during the first six days of the festival. Ten virtual Sorel bears will be placed in high traffic areas around Park City. The GoldRun app, available for free from the Apple iTunes store, lets people track down, interact with and collect the virtual Sorel bears. People who pose with the Sorel bear can email a picture via the GoldRun app for a chance to win Sorel boots, like the popular Joan of Arctic for women and the 1964 Premium for men, access to VIP-only events, including Sorel Happy Hours, and other cool prizes. Participants are also encouraged to upload their photos from the festival to the Sorel Facebook page.
There are other ways for people to win cool Sorel prizes. Sorel QR codes, two-dimensional bar codes that are readable with smart phones and QR readers, can be discovered throughout downtown Park City on bear ice sculptures, at places like Cole Sport on Park Avenue and Bahnhof Sport on Main Street, or on branded cups that Sorel will be serving hot cocoa in at the Sorel Pagoda on Main Street. When people scan the code with their smart phone, they can enter to win. The Sorel Pagoda will be open to the public from 10 a.m. to 4 p.m. Thursday, Jan. 20, through Sunday, Jan. 23.
“In the past, our boots have been on the feet of celebrities and festival-goers, but this year we wanted to have a bigger presence and do something innovative and unexpected,” said Linda Reese, Sorel’s director of brand and marketing communications. “Virtual Sorel bears and QR codes popping up around town create an exciting way for us to interact with consumers.”
Sorel has a dedicated Facebook tab with information about all of its activities during the festival, including opportunities for consumers who aren’t attending to get in on the action and win prizes. The virtual Sorel bear scavenger hunt and QR code contest runs from Jan. 20 through Jan. 25. For the official Sorel at Sundance contest rules, please visit http://sorelatsundance.com/contest_rules/.
About Sorel
For 50 years, Sorel boots have been engineered to provide outstanding warmth, comfort and durability in the most extreme cold-weather conditions. They have accompanied explorers to the North Pole and earned a legendary reputation among winter outdoor enthusiasts as well as those who work outdoors in harsh winter conditions. While the brand’s Caribou style remains a winter classic, Sorel now offers an exciting range of comfortable, luxurious, all-weather products that merge high-quality materials with outstanding design to produce durable, fashionable warmth. Sorel boots can be found in specialty outdoor stores, as well as upscale department and footwear stores around the world, reflecting growing appeal among discerning consumers who trek the most demanding urban jungles year-round. Sorel is a wholly owned subsidiary of Columbia Sportswear Company, based in Portland, Ore. For more information about Sorel, please visit www.sorel.com, on Facebook at www.facebook.com/sorel or @SorelFootwear on Twitter.