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Procter and Gamble’s Downy is launching a mobile scavenger hunt in Las Vegas, NV to capture interest of a younger demographic. While promoting their newest line of scent beads, players must search Las Vegas for famous landmarks and complete challenging questions in order to earn points. Points earned will be directed to winning a prize. Sherilena Strub, spokesperson for P&G said, “We feel this is essential because we need the live activation to really showcase the benefit, but the online components to share the experiences virally.” To learn more, please visit MobileMarketer.com.

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