The participant who collected the most points won a grand prize of $10,000.Photo: Courtesy of nate
“After a really tough year, we were inspired by New York's resilience and wanted to create an event that represented a love letter to the city and showed how New York is alive and stronger than ever,” explained Thais Branco, director of marketing for the venture-backed artificial intelligence startup that’s headquartered in New York. “The Gift Hunt then came to life to bring smiles to New York residents and allow them to explore their favorite neighborhoods and reconnect with the local community.”
The one-day event featured activities, photo ops and treasures disguised as QR codes, ranging in value from $25 to $250 from brands such as Public, ManiMe, 305 Fitness and Frank Body. The participant who collected the most points won a grand prize of $10,000.
Participants were guided along a walking tour through Manhattan, visiting four locations, “each representing a pillar of New York,” Branco said. “The first location was at a rooftop by the base of the Manhattan Bridge, representing the entrance to the city and the outdoorsy community. The second station was at Nom Wah Tea Parlor—Chinatown's oldest dim sum restaurant—and an ode to the city's unique food scene, culture and diversity. For the third station, participants proceeded to Soho to celebrate the city's art and fashion scene. Last but not least, the fourth station in Tribeca showcased the city's music, nightlife and endless energy.”
Along the route, participants also received treats from local businesses including Neuhaus Chocolate, Bibble & Sip, Mochi Doki and Fats Duvall's. Once completing all four stations, participants retrieved a final gift. In addition to promoting the app, Branco said that the activation also aimed to support small businesses by attracting foot traffic to their physical locations, some of which were hit hard by the pandemic.
Attendees signed up for a registration time, which were staggered in 30-minute intervals. Temperatures were checked at the start and face masks are required throughout the duration of the event.
Branco added that nate is planning large branded activations in NYC and L.A. throughout July, as well as for Halloween and the holiday season. Plus, The Gift Hunt is set to become an annual event, with the company “already planning for an even larger activation next year to keep bringing joy to NYC residents and beyond,” she said.
Check out more from "The Gift Hunt" below.
