Eider has organized a giant treasure hunt in the streets of Paris to launch its spring range, focusing on breathability. The concept of the game, called the Eider Urban Game by Gore-Tex, was that participants should find one of the personalities sponsored by the brand, using the latest geo-finding apps by the likes of Facebook, Twitter and Foursquare. About 100 participants roamed the streets of Paris to find the brand ambassador, armed only with their mobile phones – and eight of them succeeded.