Geocaching and Advertising

Advertising students in U of Georgia have put together a geocaching (?) campaign to promote Coca-Cola for their entry in the National Student Advertising Competition, the school's newspaper writes:

"The idea being presented by Kapa's team starts with online coordinates for 2,500 different caches on the Coca-Cola Web site. After putting in only their zipcode, a cache-seeker can find GPS coordinates for the closest cache to their position. Then, the treasure hunter can drive to the correct location and look for the cache. Once they find the cache, the treasure hunter would discover a lockbox full of Coca-Cola merchandise."
-- via GPS Lodge
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