The social aspects of the Internet are compelling: cloud computing, geo-location applications, real-time crowd-sourced citizen journalism, that kid who swung a record deal a week after his Lady Gaga cover was posted on YouTube — but here's a question: Where's the booze?
Start looking. The people at Canadian Club have resurrected their decades old "Hide-A-Case" campaign, in which they hid cases of whiskey in exotic locations like Mount Kilimanjaro, ran ads with clues to the cases' whereabouts, and hoped a lucky few would get out there with a goose down jacket and uncover a hefty, drinkable prize.
But that was the sixties. Skirting modern legal issues — they'd probably have a hard time these days littering national forests with bottles of alcohol — Canadian Club is commencing its international search once more, this time for one of the original cases — of twenty-five, nine still haven't been found — plus the power of the Internet (in the form of online puzzles and clues), a chaperone (again, this isn't the sixties, so you can't just send people off to an exotic location without a chaperone), and a cash prize.
We checked out a short demo of the games and clues, which at this point look like the kinds of games you'd play at bars alone ("Find a chess piece hidden in this image in under sixty seconds!"), but seem kind of fun nonetheless. And really, if there's any respectable form of social media, it's one that involves free whiskey.
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