Paid Events as User Acquisition

I’m in Boise Idaho this weekend doing Questival with a few local friends.

Questival is an event put on by an outdoor clothing company called Cotopaxi. Here’s a video explaining what it’s all about:

It’s basically a 24-hour scavenger hunt, but instead of collecting things you’re doing things. Here are a few of the todo items from our event:

  • Eat a real worm, not a gummy.
  • Go to a restaurant serving food from a country you’ve never been to, and eat a dish you’ve never heard of. Be honest, really try something new and make it count.
  • Trade a piece of clothing with a stranger that is not participating in the Questival. FOR KEEPS!

There’s also lots of todos specific to the city.

By all outward appearances Questival is a huge success. They’re doing 50 events in the US this year.

The real genius though is that Questival serves as customer acquisition for Cotopaxi.

They get paid to acquire a super engaged customer, build a strong initial relationship, and have that customer share all the cool todos from Questival on social medai.

It’s pretty dang smart, and I’m surprised I don’t see other companies trying something similar.