Sophie Ellis-Bextor Kicks Off The Ultimate Treasure Hunt

If you come across a balloon in the next few days, you might want to think twice before throwing it away or walking on by, because it might contain the chance to win one of five diamonds.

Sophie Ellis-Bextor kicked off the ultimate treasure hunt yesterday (February 15), releasing hundreds of biodegradable balloons at London’s Gabriel’s Wharf to mark the launch of UKTV’s new entertainment channel W.

Each balloon can travel for hours, reaching a top height of five miles, and could land anywhere in the UK, meaning the diamond chase is wide open.

Sophie, whose own ‘Sophie ON Fame’ documentary airs later this month, said: “I’m delighted to be a part of the launch of new entertainment channel, W. I wish everyone the best of luck with the Diamond Dash competition.

“My documentary for W explores social media, so I’ll be checking in on Twitter from time to time to see how everyone is getting on!”

Anyone who finds a balloon with a card should tweet an image of it, include the hashtag #WDiamondDash and follow @LiveonW for a chance of winning. The competition closes at midnight on February 18, and full terms and conditions can be found here.

As well as launching the channel, Sophie’s also spoken about her documentary, explaining: “I’d always kept social media at arm’s length. I worry that you put something up there, it’s there for good. Maybe some of my views are a little old fashioned.”

She added: “I’d always been wary of sharing too much of my life on line but as part of my look at modern celebrity I agree to submerge myself in Kim Kardashian’s social media for one week and do everything she does.”

Sophie spent a week posting every time Kim Kardashian posted on social media, and also spoke to Made In Chelsea’s Lucy Watson and Tulisa.

Sophie Ellis-Bextor ON Fame airs on W on Monday 29th February at 9pm.