Borders UK kicks off Where's Wally competition - Licensing.biz

Borders UK kicks off Where's Wally competition

Retailer teams with Google Earth, The Daily Telegraph and Walker Books for major new promotion.
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Borders UK is kicking off a major new competition to find Wally on Google Earth from Monday November 3rd.

The retailer is teaming with Google Earth, media partner The Daily Telegraph and Walker Books for the first promotion of its kind.

The competition can be entered online only by clicking here. To win, fans have to follow a series of daily clues to find Wally, hidden on Google Earth in seven different locations across the globe.

The first clue will appear exclusively in the Daily Telegraph on November 3rd, then a new clue will appear online each day for the following six days.

Anyone who finds Wally's location on any individual day will be entered into a prize draw to win Where's Wally merchandise. Those who find all seven secret locations will then need to enter all the longitude and latitude references on the Borders website to get to the final round. The winner, drawn at random, will win a holiday to Wally's final destination.

The promotion for the competition will kick off tomorrow (November 1st) with a preview in the Daily Telegraph, including an interview with Wally and a chance to claim a free mini Where's Wally book using an off-the-page voucher.

During competition week, there will be in-store POS in all Borders stores and promotional activity on the website. The competition will also be supported by Google, while YouTube will be showing an introductory video on its homepage.

"For me, this type of campaign represents how, with a little creativity and ingenuity, something really exciting can be achieved," said Nick Atkinson, digital marketing manager at Borders UK. "Where better to set up a Where's Wally? challenge than across the entire world? The Google Earth platform gives us that possibility in an extremely accessible and exciting way."

The Where's Wally? books have sold over 47 million copies worldwide and have been translated into 25 languages.

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