Xfm stations in London, Manchester and Scotland are taking to the streets to offer a briefcase full of cash for listeners.
The competition is to promote the latest Paramount Pictures movie No Country for Old Men on January 18th.
The daily promotional giveaway will focus around the street activity. Each weekday one of the Xfm street team, styled as Llewelyn Moss from the film, will go out and about in each of the three cities armed with a briefcase full of fake cash. To win, listeners will need to locate the character using the audio and other cryptic clues throughout the day. If the money is not won before the end of the show, the money is ‘rolled over’ to the following day.
The deal was conceived and negotiated by GCap Media’s Hannah Freeman and MEC’s James Dennis and Ian Stevens.
Steve Hunt, Head of Media at Paramount Pictures said: "Using Xfm for No Country for Old Men allowed us to reach our key target audience using a station that has great synergy with the edgy and quirky entertainment the Coen Bros produce.
"The 'man hunt' promotion allowed us to immerse the listeners directly in the plot of the film whilst offering a task and reward that was tonally in keeping with the subject matter."