Timberland, whic is committed to promoting active lifestyle, is rewarding individuals who want to spend more time outdoors. To promote its new range of Earthkeepers footwear, the brand teamed up with brand experience agency BEcause and Groundspeak, the location-based technology specialist, to launch the ‘Trail of Heroes’ campaign, which encourages consumers to explore the world outside their homes and set out on a search of ‘treasures,’ uniquely designed set of containers (geocaches) hidden across in six European megalopolises—Milan, Paris, Madrid, Berlin, Brussels and London.

Before the official launch on May 18, the campaign was tested with the help of selected fashion, outdoors and the environment bloggers in April. Now, Timberland encourages its fans in the biggest cities of Europe to remember the treasure hunt stories they liked to read in childhood and become the real-life adventurers to experience the excitement of finding hidden objects. Of course, the brand provides the ‘hunters’ with a map with Timberland icons—at www.geocaching.com/trailofheroes registered users can see the area where the geocaches are and are encouraged to rush to the spot to be the first to locate them in their city. Users can find their “way to the geocache by copying the coordinates into Google Maps on a smartphone, using a free GPS app or a GPS receiver, or simply printing off a map of the cache and go and discover the trail.” Once participants find the objects, they should record the Hero ID codes inside, load them onto the site for a chance to win a pair of Earthkeeper boots in case they are first to find each cache in their city (watch the video below and visit the website for detailed information).

But the boots are not the ultimate prize. Here, ‘Inca gold’ is a trip for two to Reykjavík where the winner and his or her companion will stay for 2 nights and “explore volcanic valleys and glacial rivers, discover the dramatic South Coast taking in the Blue Lagoon, breathtaking glaciers and Iceland’s highest waterfall,” as Timberland promises. For this, one should collect all four ID’s and be ready to be the first who finds the final cache release on June 3 in any participating city.

The ‘Trail of Heroes’ comes as part of the brand’s biggest environmentally oriented ‘Nature Needs Heroes’ marketing initiative, which includes a range of projects ranging from battling deforestation to rewarding consumers for walking cycling or planting trees (the actions are tracked via a special application).