Nature Valley Digital, Case study Nature Valley Trail View [video] by McCann New York

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Nature Valley Trail View [video]

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Industry Baking, Cakes & Desserts
Media Digital, Interactive & Mobile, Case study
Market United States
Agency McCann New York
Executive Creative Director Leslie Sims
Creative Director Jason Schmall, Mat Bisher
Producer Adam Baskin
Released January 2013

Awards

Clio Awards, 2013
Digital/Mobile Microsite/Website Gold

Credits & Description

Category: Best Use of Digital Media
Advertiser: GENERAL MILLS
Product/Service: NATURE VALLEY
Agency: McCANN ERICKSON
Chief Creative Officer/Chairman: Linus Karlsson (McCann Erickson)
Vice Chairman/Executive Creative Director: Andreas Dahlqvist (McCann Erickson)
Executive Creative Director: Leslie Sims (McCann Erickson)
Creative Director: Mat Bisher (McCann Erickson)
Creative Director: Jason Schmall (McCann Erickson)
Executive Integrated Producer: Catherine Eve Patterson (McCann Erickson)
Senior Integrated Producer: Geoffrey Guinta (McCann Erickson)
Chief Brand Editor: Ellie Parpis (McCann Erickson)
Marketing Manager: Scott Baldwin (General Mills)
Account Director: Alyssa Kane (Campbell Mithun)
Director Of Business Development: Robert Cohen (Inthemo)
Producer: Adam Baskin (Inthemo)
Line Producer: Adam Cucurull (Inthemo)
Digitech/Cameraman: James Demuth (Inthemo)
Lead Cameraman: Brandon Mcclain (Inthemo)
Executive Creative Director And Photographer: Jens Karlsson (Your Majesty)
Design Director: Riley Milhem (Your Majesty)
Tech Lead: Micah Acinapura (Your Majesty)
Developer: Raed Atoui (Your Majesty)
Executive Producer: Heather Reddig (Your Majesty)
Media placement: Web Microsite - Web Microsite - March 7, 2012
Insights, Strategy & the Idea
Three years ago, Nature Valley granola bars began their Preserve the Parks program to support physical restoration projects and organised fundraising efforts. This year, they 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-its-kind Street View-style platform that is equal parts map utility, preservation tool and eye candy.
Creative Execution
The basic idea was simple: to share the beauty of the national parks with as many people as possible, we’d create a Street View experience on back-country hiking trails for the first time ever. To do that we built a customised backpack camera and GPS rig that allowed us to capture beautiful 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.
To enhance the appeal to our target, we partnered with a cadre of outdoors-focused media outlets, including National Geographic and Backpacker to tout the launch, and to bring a broader audience to the site, we began a vigorous public relations effort highlighted by featured articles in the New York Times, Conde Nast Traveler and MSNBC, among others.
Results and Effectiveness
The initial launch on March 7th created a positive media buzz unlike anything Nature Valley had ever seen. Without a single dollar of paid media, Trail View has generated more than 30 million earned media impressions to date. Within two weeks the site had generated more than 100,000 unique visits, and 300,000 page views. Most importantly, Nature Valley was being saluted for inspiring a new generation of nature-lovers, creating a previously unseen utility, and preserving the parks digitally for all time. Pretty good for a granola bar.