DSG serves true winter athletes by providing top-quality apparel for all their needs. Awareness of product offerings at Dick's Sporting Goods was the greatest need, making the strategy focus on engaging the audience with the winter collection and the brand. The insight: true winter athletes count the minutes for the winter to arrive. No matter how late they stayed out the night before, they'll wake up before the sun to be the first making fresh tracks on the slopes. The idea: Get Winter Ready. A gameified look-book where users help four friends suit up fast so they can make first tracks.

Launch the campaign
Published
December 2012
Topics

The Story

DSG serves true winter athletes by providing top-quality apparel for all their needs. Awareness of product offerings at Dick's Sporting Goods was the greatest need, making the strategy focus on engaging the audience with the winter collection and the brand. The insight: true winter athletes count the minutes for the winter to arrive. No matter how late they stayed out the night before, they'll wake up before the sun to be the first making fresh tracks on the slopes. The idea: Get Winter Ready. A gameified look-book where users help four friends suit up fast so they can make first tracks.

A consistent user experience across mobile, tablet, laptop and desktop devices was a top priority. In order to do this, the site was built entirely in HTML. Despite the challenges of HTML, we pushed the envelope by exploring new ways of doing animations and got outstanding visual results. Pannable scenes gave a first-person experience, while mobile users could take advantage of their device's accelerometer to tilt their phones to navigate the rooms to look for the hidden gear. A dynamic soundscape increased the impact of the experience, bringing the still photography to life.

The Technology

The Results

Game players spent over 10 minutes on the site and the products shown on the look-book garnered 223% more views compared to the average achieved on the Dick's Sporting Goods primary e-commerce site. All other KPIs (sweepstakes entries, game engagement) exceeded industry benchmarks by more than 50%.

10

mins avg on site

223%

more views

Launch Date Nov. 5, 2012