Nature Valley Trail View 2.0

A virtual hike through U.S. national parks

See the full experience

By: McCann NY

Brand: General Mills

The Story

Nature Valley loves the outdoors, and so do its customers. To promote national park preservation on a large scale while engaging fans, the company teamed with McCann New York to virtually preserve four U.S. national parks: the Grand Canyon, Great Smokies, Sequoia and Yellowstone. In this first-of-it’s-kind Street View hiking experience, hikers can pick one of the parks and explore its trails in depth via a topographic map. Trail View 2.0 also highlights the brand’s preservation efforts, social accounts and mobile-optimized experience.

  • Image of campaign
  • Image of campaign

A small crew of eight people spent two months hiking through more than 400 miles of national parks. They captured every mile and point of interest to bring it to life in the digital experience. Using Street View technology, the site lets hikers preview prospective hikes in a real and unprecedented way, providing an educational tool that digitally preserves the parks.

The Technology

The Results

The ratio of traffic to page visits increased by 191.9% compared with a six-month pre-launch period. This statistic came close to surpassing the benchmark of 10x growth. The platform was featured in IDEO's lecture series, and has been written about in the New York Times, Fast Company and NBC News, among others. Nature Valley has been saluted for inspiring a new generation of nature-lovers and preserving the parks digitally.

  • 7

    Gigabytes of XML data

  • 2.5+

    Million total page visits to date

  • 3:41

    Average time in minutes spent on site following broadcast spot

Launch Date April 25, 2013

The Team

  • McCann NY

    www.mccannny.com/
    • Tom Murphy
      CCO
    • Sean Bryan
      CCO
    • Mat Bisher
      Group Creative Director
    • Jason Schmall
      Creative Director
    • Sarah Lloyd
      Copywriter
    • Nathy Aviram
      Chief Production Officer
    • Catherine Eve Patterson
      Exec Integrated Producer
    • Geoffrey Guinta
      Sr Integrated Producer
    • Nathan Thompson
      Editor
    • Bryan Roberts (TRACTION)
      Creative Principle / Field Producer
    • Adam Baskin
      Producer
    • James deMuth
      Digitech/Cameraman
    • Brandon McClain
      Lead Cameraman
    • Greg Jackson (F)
      Preservation Lead/Writer
    • Jens Karlsson
      Executive Creative Director and Photographer
    • Riley Milhem
      Design Director
    • Raed Atoui
      Developer
    • Heather Reddig
      Executive Producer
    • Leslie Sims
      Executive Creative Director
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