The lengths travel brands will go to these days to come up with a competition idea. The latest being a mashup of YouTube, Google Maps and Streetview, Facebook and music.
Tour operator Contiki, focusing on travellers in the 18 to 35 year range, has come up with pretty complex way of giving away trips around Europe.
The idea is to let players see some of the attractions Contiki pushes to its young base of travellers, by way of a guess-the-location quiz running over the course of a month.
The first round of This Way To Amazing went live this week.
Initially visitors get a clue to the location from an embedded YouTube video (excuse the "awesome" at the beginning, he is Californian after all :) ):
To play the game, users are asked to connect with through Facebook (tick: user data).
Users are then invited to find the clue on a Google Map, with help from an embedded Contiki guide and a soundtrack from some bright young music things:
As the user zooms in to the location, a compass appears to help guide them further:
Getting closer to the end suddenly triggers a switch to Google StreetView mode, with the visitor making their to the location using the arrows on the road.
In the case of this first round, visitors are guided through London's East End towards the hipster-ville area of Hoxton.
When the user gets to the spot in the clue, Mr Awesome re-appears with some of his (new) buddies.
So while the process may seem quote convoluted for some, Contiki is doing enough to capture the attention of users. It also has all the necessary sharing tools to pass the game around friends of social networks, as well as capturing profiles through the Facebook Connect system.
It gives a helping hand to some of the bands playing the background, with a link to their Facebook pages, as well as teeing users up for the next round with dates for when the next stage is due to start.
Harnessing the Facebook profile information automatically ensures the user becomes a fan of the Contiki page as well as entering players in the draw for a prize.
It is a lot of effort for a relatively low-key prize, but clearly - from Contiki's perspective - that is not the point.
Whether it will take the online social community "by storm", as the company predicts confidently, remains to be seen, of course.