Footwear Brand to Host Virtual Bear Hunt During Sundance

Footwear brand Sorel is all over Park City this week for Sundance with a program that lets people go on a virtual scavenger hunt through augmented reality, QR codes and Facebook to win some boots, hats and other items from Sorel's Fall 2010 collection. Winners will also gain access to VIP-only areas in Park City during the festival.

In a partnership with GoldRun, Sorel is using an augmented reality mobile application to 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 allows people to track down, interact with and collect the virtual Sorel bears. People who pose with the Sorel bear can email a picture via the app for a chance to win Sorel boots, access to VIP-only events, including Sorel Happy Hours, and other prizes.

Additionally, Sorel QR codes can be discovered throughout downtown Park City on bear ice sculptures, at places like Cole Sport on Park Avenue and Bahnhof Sport on Main Street, or on branded cups that Sorel will be serving hot cocoa in at the Sorel Pagoda on Main Street. When people scan the code with their smart phone, they can enter to win. The Sorel Pagoda will be open to the public from 10 a.m. to 4 p.m. Thursday, Jan. 20, through Sunday, Jan. 23.

"In the past, our boots have been on the feet of celebrities and festival-goers, but this year we wanted to have a bigger presence and do something innovative and unexpected," said Linda Reese, Sorel's director of brand and marketing communications. "Virtual Sorel bears and QR codes popping up around town create an exciting way for us to interact with consumers."

So if you're in Sundance. Or even if you're not, this hunt is for you.