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New York--Miranda Brownvile has lost her gold wedding band in Times Square, and the World Gold Council is offering $5,000 to whoever can find it.

This is the premise for the World Gold Council’s first “Ring Hunt,” a Twitter-based consumer-facing contest that will ask users to help find the fictitious Brownvile’s ring by following a Twitter account that will provide them with clues and tips.

“We developed the Times Square Ring Hunt as a way to highlight the meaningfulness of the gold wedding band, and to actively engage with our consumers where they ‘play’ online,” Michael Pace, vice president of marketing in the United States for World Gold Council, said.

The contest kicks off on Dec. 26 in Times Square, where a 15-second video billboard featuring Brownvile will repeatedly play, asking for help finding her ring. Participants do not have to be in Times Square to play--they can easily follow the contest’s Twitter account for clues.

“We know that one in seven consumers between 24 and 40 years old actively use Twitter, so it was an ideal platform for the World Gold Council to create a fun, interactive opportunity for young consumers to relate to gold,” Pace said.

Participants can follow Brownvile at @LostGoldRing, and “like” the World Gold Council on Facebook for more content, hints and tips, including how to submit the location of the lost ring.

The video will run until Jan. 1. The first person to correctly identify where the lost ring is located, which  will win a $5,000 cash prize and a two-day, one night trip to New York City.