Contestants will be able to pinpoint her location via the game’s Facebook page, and track her down using a live map on their mobile phones.
SlingShot’s signature game, 2.8 Hours Later, is a zombie chase played on the city streets at twilight. In 2011, the game was played by more than 4,000 people in Bristol, Leeds and London.
Simon Johnson, slingshot director, said: "Game thinking has found its way in to many corners of our lives and games are seen as a cool way of integrating ideas and products into the mainstream. It’s exciting to us that brands are catching on to the value of play, and it means we are now able to bring playful mechanics into campaigns for clients, resulting in fun games like Spot the Belle."
A spokesperson for MEC added: "Spot the Belle is an exciting way for Bourjois to connect and engage with its audience. This multi-platform approach gives users scope to engage with the competition at different levels, depending on how actively they wish to participate."
To leave a comment and let us know your thoughts.
For more in-depth industry features, showcases and interviews with the world leading brands don't miss the next issue of Event magazine by .