The Urban List launches bot-powered scavenger hunt with Jaguar E-Pace via Mindshare

Australian millennial-focussed publisher, The Urban List, has announced a partnership with Mindshare and Jaguar to launch the Jaguar E-Pace City Secrets Scavenger Hunt.

Taking place in Sydney and Melbourne, the scavenger hunt aims to help The Urban List’s audience unlock their city.

Powered by a Jaguar E-Pace branded chatbot, participants will be led through a series of checkpoints, unlocking unique offers and experiences at some of the cities most secret venues as they go. Mindshare collaborated with Hogarth Worldwide to design and develop the cutting edge Messenger functionality.

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The winner of the scavenger hunt will unlock an exclusive weekend of Jaguar E-Pace City Secrets–a staycation including accommodation and meals at the best venues in town, and of course, access to the new Jaguar E-Pace to cruise around in for the weekend.

Says Sophia Wilcox, head of studio at The Urban List: “We are so excited about the launch of our creative partnership with Jaguar. Curating the ultimate scavenger hunt for 300 of our readers across Sydney and Melbourne, the partnership leverages The Urban Lists’ cultural influence and pairs it with the sophistication and class of the Jaguar E-Pace, helping to inject the exciting new vehicle into Australian millennial culture. We can’t wait to execute what’s going to be one of the top experiential activations this year and kick off this partnership in style.”

Says a spokesperson from Jaguar Land Rover: “The E‑Pace is Jaguar’s first compact SUV and the newest member of Jaguar’s SUV family.  Entering a new segment for the brand, we needed a way to differentiate the vehicle and connect it with a new, younger generation, giving them a reason for Jaguar to be in their world. The partnership with Mindshare and The Urban List offered us a unique and compelling way to do this, through tailored experiences which speak to both the values of the brand and the millennial mindset in an exciting and engaging activation. We are thrilled to see this come to life.”

In just 36 hrs The Urban List had received nearly 4000 ballot entries from readers wanting to participate in the scavenger hunt. 300 lucky participants will take part in the scavenger hunt across Sydney and Melbourne on April 14th.

The Urban List currently exists in seven markets across Australia and New Zealand, and has been moving people since 2011. Last month The Urban List recorded an average daily unique audience of 101,215, making them the largest millennial-focussed publication in Australia.

For more information on the Scavenger Hunt, click here.