Colourful M&M‘s candies have lost their dear fellow, Red, In Canada and are now asking residents of this country to help spot him in the City of Toronto (its digital version). The character got into the virtual space on November 4 (the sad story of how Red jumped into the digital dimension is told in a video), and the volunteers of 13 years of age or older are challenged with a task to drag him back within a month.

His friends are sending clues to the ‘rescuers’ through a range of social media channels—first 6 hints are provided in the spot, which explains the whole situation. By visiting the dedicated hub www.findred.ca, consumers can access Google Maps Street View to scour the digital city, looking for Red’s three different locations. Once Red is spotted, the lucky player pushes the button and continues the search until she or he finds all the three places. For every 30 virtual kilometers each ‘tracker’ covers on the digital map, the brand gives one new clue to find Red at the location closest at the time.

Each one who registers on the website automatically enters into a sweepstakes for a chance to win a new red smart fortwo coupé—if a participant manages to find the Red M&M’s character, he or she receives additional entries and increases the chances to win the ultimate prize as well as a range of other gifts.

Here are social media channels and platforms, where the hints are be given by Yellow, Orange, Green and Blue spokecandies, who desperately want to return their unlucky buddy:

Twitter—users of the micro-blogging webservice can discuss their achievements using the hashtag #FindRed;

Stickybits—with the help of barcodes, which can be found on participating M&M’s products, players can receive new clues;

Foursquare—users of this network can follow Red as he checks into various locations around Toronto;

QR codes—the brand will put real-world posters featuring 18 QR codes with hints;

Facebook—the new M&M’s Canada page provides users with links to other hubs and also serves as a platform for active discussions on the theme.

This hilarious geo-locating Find Red campaign was developed by Toronto-based Proximity Canada.