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Books And Fast Company

RFP or Digital Scavenger Hunt?


One of the my digital brothers in the network sent this my way.

[One of the cool things about being in a huge network is that we can share and learn from each other - I'm reaching out to my digital siblings across the world to see what genius I can steal.]

McCann Istanbul is pitching Turkish Airlines, and they got on to the pitch by finding the pitch brief at the end of a social media scavenger hunt.

Let me explain.

Turkish Airlines wanted to celebrate their love of digital, put prospective partners' love to the test, and, by exposing the pitch process to the world, turn the pitch itself into a teaser campaign, that positions the brand as part of NOW.

So, instead of issuing a traditional RFP, they sent some agencies a social media treasure map: the tag 'thybrief', surrounded by various social media logos.

So across platforms like flickr, tumblr and blogger, clues as to the whereabouts of the pitch brief were hidden.

The team in Turkey followed the clues and cracked the fact that there was a password in the HTML source code of the blog, which got them into the gmail account and google docs, where the pitch brief was waiting.


Like issuing a pitch brief via twitter, this suggests clients are looking to innovate in how they engage partners, and using social media to both facilitate and expose the process.