Today urban games are an emerging phenomenon, a new language through which the playful activity discovers new meanings and socio-cultural functions. They are based on the interaction between the participants and the urban spaces: recently they are also emerging as new environments of communication and marketing. Their aim is to combine ludic practices and unexpected situations involving players and which may lead to virtuous behaviors in communities. Indeed, urban games emerge as useful tools to promote socialization and engagement through the exploration and re-appropriation of urban spaces following logic of best practices. On this bases, the author describes two advertising campaigns of brands that have used the activity of urban game in the form of "treasure hunt" as strategies of renewed relationship with its brandspcape.
Keywords: Entertainment, performance, experience, game, device, best practice