I remember about 40=50 years ago a Dallas radio station KTSA started a treasure hunt for some money ($10,000?) and gave out clues over the air.
The city went completely crazy trying to find the treasure. Fist fights between rival hunters in locations thought to be the site were common. In some places hundreds of people searched the ground and left holes littered everywhere.
As I recall, the treasure was in a tin can buried so that only one end barely showed in the ground.
I think that was the last one of those deals because it caused so much disruption.
I did some research on the net last year when this thread came out. Some multimillionaire that found his own treasures, and buried a bunch of them (millions of dollars worth) in a chest. He just wants people to experience the thrill and adventure that he enjoyed when he first found them. And to get off their butts and get outside and explore!