To promote LG's mobile phone range to 18-24 year olds, we created a socially led campaign using a Twitter based scavenger hunt for '1 Direction' tickets at the LG arena. One by one, secret locations around the UK were revealed on a map which zoomed in as the volume of campaign tweets increased. The campaign created the highest period of sales of LG mobile in 5 years and 50% of annual average brand social buzz in a week.