If you’re going to be in the neighborhood of the Sundance Film Festival this year, you might want to download the GoldRun app to your iPhone.  During the festival, Sorel will be partnering with GoldRun to execute a ‘virtual scavenger hunt’ and place virtual Sorel bears in the area.  Find the bear, take a pic, and get a chance to win some Sorel gear.

Sorel has an exclusive partnership with GoldRun that will host the virtual scavenger hunt during the first six days of the festival. Ten virtual Sorel bears will be placed in high traffic areas around Park City. The GoldRun app,available free from the Apple iTunes store, lets people track down, interact with and collect the virtual Sorel bears. People who pose with the Sorel bear can email a picture via the GoldRun app for a chance to win Sorel boots, like the popular Joan of Arctic, for women, and the 1964 Premium, for men, access to VIP-only events, including Sorel happy hours, and cool prizes. Participants are encouraged to upload their photos from the festival to the Sorel Facebook page.

The app seems pretty basic, image and model overlays onto live video tracked via the Compass and GPS of the iPhone.  You can download the app here, and try your hand at winning some free stuff.

I’m currently very puzzled, however, by the sample images that show the iPhone running on T-Mobile.

Full press release after the break.

SOREL PARTNERS WITH GOLDRUN TO BRING VIRTUAL SCAVENGER HUNT
TO SUNDANCE FILM FESTIVAL

Footwear brand connects with consumers through virtual Sorel bear scavenger hunt,
QR codes, opportunities to win Sorel boots, access to VIP events

New York, NY. January 20, 2011 – GoldRun, an augmented reality mobile application, is working with Sorel, a premium footwear brand, to turn Park City into a rewarding social media experience during the Sundance Film Festival. Consumers can embark on a virtual scavenger hunt through augmented reality, QR codes and Facebook to win some of the most popular boots from Sorel’s Fall 2010 collection, hats and more, including access to VIP areas in Park City during the Sundance Film Festival, January 20 -25.

Sorel has an exclusive partnership with GoldRun that will host the virtual scavenger hunt during the first six days of the festival. Ten virtual Sorel bears will be placed in high traffic areas around Park City. The GoldRun app, available free from the Apple iTunes store, lets people track down, interact with and collect the virtual Sorel bears. People who pose with the Sorel bear can email a picture via the GoldRun app for a chance to win Sorel boots, like the popular Joan of Arctic, for women, and the 1964 Premium, for men, access to VIP-only events, including Sorel happy hours, and cool prizes. Participants are encouraged to upload their photos from the festival to the Sorel Facebook page.

“In the past, our boots have been on the feet of celebrities and festival-goers, but this year we wanted to do something innovative and unexpected,” said Linda Reese, Sorel’s director of brand and marketing communications. “Working with GoldRun to place our virtual Sorel bear logo around town is a new and exciting way for us to interact with consumers.”

“Sponsorships are an essential part of effectively marketing a brand. It’s exciting to partner with Sorel to extend their promotional reach throughout Park City during the festival,” says GoldRun’s vice president of business development, Shai Rao. “GoldRun isn’t simply about bringing people to products. It’s just as effective in bringing products to people.”

Sorel has a dedicated Facebook tab with information about all of its activities during the festival, including opportunities for consumers who aren’t attending to get in on the action and win prizes. The virtual Sorel bear scavenger hunt and QR code contest runs from Jan. 20 through Jan. 25. For the official Sorel at Sundance contest rules, please visit http://sorelatsundance.com/contest_rules/.

About Sorel
For 50 years, Sorel boots have been engineered to provide outstanding warmth, comfort and durability in the most extreme cold-weather conditions. They have accompanied explorers to the North Pole and earned a legendary reputation among winter outdoor enthusiasts as well as those who work outdoors in harsh winter conditions. While the brand’s Caribou style remains a winter classic, Sorel now offers an exciting range of comfortable, luxurious, all-weather products that merge high-quality materials with outstanding design to produce durable, fashionable warmth. Sorel boots can be found in specialty outdoor stores, as well as upscale department and footwear stores around the world, reflecting growing appeal among discerning consumers who trek the most demanding urban jungles year-round. Sorel is a wholly owned subsidiary of Columbia Sportswear Company, based in Portland, Ore. For more information about Sorel, please visit www.sorel.com, on Facebook at www.facebook.com/sorel or @SorelFootwear on Twitter.

About GOLDRUN
Download the App: http://itunes.apple.com/us/app/goldrun/id396800792?mt=8
GoldRun is a new augmented reality app that enables users to locate, interact with and take photos of GPS-linked virtual objects positioned in the real world. A powerful promotional tool tailored for the mobile environment, the app hosts AR-driven social media games, guides, virtual photo booths and loyalty programs designed to drive traffic to physical and online destinations, increase product sales, enhance brand engagement and bolster viral impact.

GoldRun users take pictures alongside virtual objects and can immediately post these photos to Facebook. By helping brands tap into this image sharing impulse, the app turns social networks into even more effective distribution channels as GoldRunners share images of themselves interacting with everything from scenes in blockbuster films, to iconic sports figures and the season’s must have fashion items.

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