Altitude Drop

Details
  • Agency : MING Utility and Entertainment Group
  • Place : Worldwide
Advertiser
  • Swedish Match is a company specialized in matches and tobacco products.
Objective / insight
  • Swedish match has identified that among its consumers, a great part were extreme skiers
  • The brand therefore wanted to enrich its experience by going directly to their contact on their favorite playground, the mountain.
Implemented strategy
  • Find a new and creative way to distribute an advertising movie
  • The Brand decide to challenge Skiers with contest in real life
  • Participants need to indicate at which altitude they are to be alble to see the movie
Technology implemented
  • From the website or the application, the participants have indicated their altitudes with GPS technology.
  • Beyond 13,000 feet, the movie became accessible to everyone.
  • Fans could have access of the statistics of all participant and compare their performances.
  • first time that altitude has been used in a gamification mechanics and it is also one of the first times or webGL has been used on iOS.
Result
  • The film was watched in more than 150 cities and in 22 countries and expanded its reach through a partnership with Vice Media
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