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Nature Valley Trail View Case Study

Nature Valley Trail View



2.0 Case Study

Nature Valley Trail View is a National Park preservation and conservation platform. The initial phase was built using Street View technology on trails in National Parks for the first time ever. Trail View is a living, and continually evolving platform. The full experience is being blogged here. Our amazing partners, Your Majesty, continue to kill this for us. Visit the site here naturevalleytrailview.com.

Two years after the project launched it "was ranked one of the most-awarded digital campaigns in the world," according to The Gunn Report.

2.0 News - Creativity, Adweek, Webby Award, Webby People's Voice, Google Creative Sandbox

1.0 News - Cannes Lion Gold (x2), One Show Gold, Art Directors Club Gold & Bronze, Webby Award, Webby People's Voice, Clios Gold (x2), One Show Bronze, AICP Award, Andy Awards Silver, London International Bronze, SXSW Interactive Awards, New York Times, NBC News, FastCompany, Creativity, Engadget, PC Magazine, Conde Nast Traveler, Popular Mechanics, FastCoExist, The FWA Site of the Day, Communication Arts Webpick of the Day, Awwwards Site of the Day, DesignTAXI Site of the Day, Fox News, Google Creative Sandbox, Jay Chiat Awards Gold




2.0 Making Of




1.0 Case Study




1.0 Making Of

Advertiser: GENERAL MILLS
Agency: McCANN ERICKSON
Category: Best Use of Digital Media
Advertising campaign: NATURE VALLEY TRAIL VIEW 2.0
Chief Production Officer: Brian Dilorenzo (McCann New York)
Creative Principle/Field Producer: Bryan Roberts (Traction)
Producer: Adam Baskin (InTheMo)
Preservation Lead/Writer: Greg Jackson
Executive Producer: Heather Reddig (Your Majesty)
Creative Director: Jason Schmall (McCann New York)
Senior Integrated Producer: Geoffrey Guinta (McCann New York)
Editor: Nathan Thompson (Craft New York)
Developer: Raed Atoui (Your Majesty)
Chief Creative Officers: Sean Bryan (McCann New York)
Executive Creative Director And Photographer: Jens Karlsson (Your Majesty)
Group Creative Director: Mat Bisher (McCann New York)
Lead Cameraman: Brandon McClain (InTheMo)
Executive Integrated Producer: Catherine Eve Patterson (McCann New York)
Digitech/Cameraman: James Demuth (InTheMo)
Executive Creative Director: Leslie Sims (McCann New York)
Chairman: Linus Karlsson (McCann Worldgroup)
Design Director: Riley Milhem (Your Majesty)
Copywriter: Sarah Lloyd (McCann New York)
Chief Creative Officers: Tom Murphy (McCann New York)

Effectiveness
To date, the goal was to increase the percentage of ratio of traffic to page visits by at least 25%; comparing the ratio for the six months of reporting pre-launch (191.9%) to the six months post-launch (402.4%), we came close (210.5%) to eclipsing the goal by a magnitude of ten (Facebook Insights). The platform was featured in Google's Creative Sandbox and IDEO's lecture series, and has been written about in The New York Times, FastCompany, and NBC News, among others. Nature Valley has been saluted for inspiring a new generation of nature-lovers and preserving the parks digitally for all time.

Strategy
Last year, Nature Valley asked us to think of new ways to tackle the challenge of national park preservation on a larger scale and help them engage with their customers in an authentic, meaningful way without any paid media.Nature Valley’s core customers are nature-lovers. The only thing more valuable to them than spending time outdoors is going online to plan their next adventure. To that end, we built a first-of-it’s-kind street view experience on hiking trails in the U.S. national parks.And since launching, we’ve gained an understanding of how nature-lovers experienced the platform, and a deeper understanding of how the client wanted to use the platform to engage with them. Trail View was destined to become a more interactive preservation platform, and 2.0 was born out of this insight. Its evolution includes an interactive hub for all of the brand’s preservation activity, social functionality, and a mobile-optimized experience.

Execution
To digitally preserve the National Parks, we created a street view experience on backcountry hiking trails for the first time ever. This required building a customized backpack camera and GPS rig that allowed us to capture 360-degree imagery along the trails. We then integrated that footage with topographic map data to design an interactive platform built on the Google maps API. And in its second iteration, the resulting site has now evolved into a more robust platform for all of the brand’s preservation activity. To enhance the appeal to our target, we partnered with a cadre of outdoors-focused media outlets, including National Geographic and Backpacker. To bring in a broader audience, we began a vigorous public relations effort highlighted by features in the New York Times and Conde Nast Traveler, among others. And using social outlets to engage the Trail View community has sustained momentum as the site evolves.