I modeled it after last year's Project Skydrop (
http://projectskydrop.com)
* 24/7 web cam trained on the treasure of $26k in gold coins
* shrinking circle (100 miles today) showing its location and updating every morning
* premium option for aerial photos that go higher and higher every morning. $10 from every premium upgrade goes towards the pot
Over 5k people have joined so far. Good local media attention but nothing national yet. There's a private community for premium users and it's actually been pretty fun with people posting photos of their hikes and sharing their updates.
If you've ever thought about doing something crazy like this feel free to AM(almost)A about the hunt