Ocean State Job Lot, a discount retailer located in the Northeast United States, has launched an in-store activation for consumers called the Adventure Quest. Shoppers are invited to embark on a journey through the store with Old Man Winter and an elf companion to save Santa Claus from the evil Mall Markup King, all for a chance to win a heater. In true spirit of the discount chain’s low prices (and perhaps for comic effect), the obstacles throughout the quest are set up on a low budget. Ocean State Job Lot captured the consumers’ adventures through a hidden-camera style video, which is now featured on the brand’s website and social channels. While the entertaining video has seen initial positive responses, implementing a social campaign to support the video and the brand’s overall holiday strategy would likely amplify the results. Read more about the experiential adventure and watch the video on Adweek.