• August 17, 2011

The campaign, from Los Angeles-based M&C Saatchi, includes print, online, TV, outdoor, radio and a smartphone app.

Themed "Catch the Kid," the creative plays off of "Billy the Kid," who remains one of the state's most iconic and infamous characters. From the ads, players are prompted to log onto www.CatchTheKid.com to create a "posse" profile.

If they have a smartphone, then they can download the "Catch the Kid" smartphone app from DreamWalk. If not, they can play along by taking pictures next to clue posters located throughout the state and upload them to their profile page. Designated locations around New Mexico will unlock clues that lead to Billy's New Mexico hideout. The more clues they collect, the more information they will have about where, when and how to capture "the Kid". The first "posse" to present "The Kid" with an arrest warrant will win the $10,000 reward.

Players can unlock additional New Mexico travel deals and win prizes along the journey using the app specifically for this game. The app allows players to find Billy's loot, which is virtually placed and hidden all over New Mexico in every county. Players can collect his money bag loot and use it to buy vacations, deals or even meals online in the general store section of the "Catch the Kid" Web site.

The four 30-seond TV spots depict "Billy" in various locations throughout New Mexico, taunting viewers with his "superior elusivity." In one spot, he says: "Nobody captures Billy the Kid, except Billy the Kid." He then attempts to fire a gun at his own wanted poster, only to discover the gun is not loaded. "Shot it with my eyeballs," he explains.--Tanya Irwin