LG Clue
LG Mobile Ecuador · 2013
Solve clues on your phone to find a hidden LG smartphone.
- Get clues
- Explore city
- Find phone
The problem
LG needed to position its smartphone line in Ecuador, a market dominated by Samsung and Apple. Traditional product campaigns didn’t create the engagement it needed to stand out.
What we built
We created the first digital scavenger hunt in Ecuador: the LG Clue challenge. Participants solved clues and challenges with their phones. The clues were published in an app that ran on the brand’s official Facebook page in Ecuador and combined physical routes through the city with digital interactions.
The gamified mechanics included photo tasks, geolocation, QR codes and social media challenges, all coordinated from a central platform.
The final event, where the last clue revealed the last phone hidden in a shopping mall, went so viral that the police had to step in to manage the crowd of people who had followed the hunt in LG Ecuador’s Facebook group.
The result
The first documented digital urban gamification experience in Ecuador, with high engagement and media coverage. The case became a reference credential for us in the Ecuadorian market.
Why it’s innovation
In 2013, digital urban gamification barely existed in Latin America. We combined mobile, geolocation, social media and physical activation in one coordinated experience, creating a format the market didn’t have.
