Details
- Agency : MING Utility and Entertainment Group
- Place : Worldwide
Altitude Drop
Details
Advertiser
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
