“#RichKids of Beverly Hills” documents the lives of 20-somethings who never hesitate to spend extra cash for the best in designer goods. So E! is helping to spread the wealth before the show premieres this month with an Instagram scavenger hunt, placing luxury items around the country just waiting to be picked up by devoted fans.

“Finders Keepers” will travel around the country before the show’s debut on Jan. 19 (Los Angeles will hold its event the day after the show’s launch), hiding designer items like headphones, bracelets and handbags in one city per day. Fans who check the “#RichKids of Beverly Hills” Instagram account that day will get clues as to where they’re hidden. E! fans also have a chance to win $10,000 if they submit a photo of themselves holding a #RichKids sign and post to Instagram.

Brief Take: With the hashtag’s prominence in this show’s name and throughout its marketing, E! is starting early to get social-savvy fans involved with the brand.

[Image courtesy of E!]

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