During the course of the 2010 Olypics, The Globe and Mail ran a contest where they gave out a number of free tickets to major Olympic events. They turned to Naked Creative, a creative agency where I worked as a Creative Director for Interactive, to come up with a creative solution on how to give out these tickets.
We came up with Vancouver Race for Tickets, a real-time, on-the-ground scavenger hunt with a strong online component:
Every day, for the duration of the games, at noon PST the website would display a visual clue as to where the Globe And Mail team was located. Users (who had to pre-register to participate) would log in the site to be able to pick up the clues. Starting at noon, and each 45 seconds, the image on the website would change and reveal a little bit more of the location until enough of the image would have been revealed so that the users can rush out and get the tickets from the Globe team.
The contest was a great success as we exceeded signup goal by about 40%.