The Event would be announced via Tom's Website as well as Magazine Print ads, both urging users to purchase their app so they can participate in in the hunt. The benefit of making a donation gets them the Tom's Hunt app which ultimately gives them acces to a private concert featuring big name indie artists that would greatly appeal to Tom's wearers.

On the day of the Hunt, the app owners will be given coordinates where they can start. Once there, they are instructed to check in on facebook, remove their shoes and use the augmented reality portion of the app to get the coordinates to the next location. They then walk there barefoot to get the next coordinates. After they've checked into all five, they are given a final coordinate that leads them to the hidden location of the benefit concert.