Grab Your Dream was the first ever travel adventurer’s hunt, facilitated only by digital, created in order to launch the world’s largest adventure company. We built this campaign around a contest wherein 50 adventurers were chosen to travel the world. These worldventurers created – and are still creating content – as they journey on. The communication evolved as per their travel. The launch communication tapped into people’s desire to do something for the first time in their lives. We promoted the contest using ideas such as the bucket list and the locations involved. The Fab 50 was the name given to make people apply digitally. There was also on-ground activation such as a jury that interviewed the shortlisted candidates and a buzz was built around the announcement of the finalists. Each winner was marketed exclusively and their travel was given coverage. A large and very successful Instameet was organized to support this campaign. The results were remarkable with 10K online entries in Season 1, 12K entries in Season 2, and over 500 items of exclusive experiential content generated for GYD’s promotion.