Prove Your Altitude to Watch the Film
Swedish Match consumers are notorious skiers. So when the brand asked us to make something that elevated their experience, we knew we had to get to the mountain.
First we partnered with Poor Boyz Productions to create a ski film that captured the sickest tricks and skills in the game. But then, rather than just posting it to YouTube alongside a mountain of ski films, we gamified the watching process the only way we knew how: by making skiers show their love for the sport.
Altitude Drop was an experience that made badass skiers prove their altitude to unlock the epic ski film. To kick it off, the film launched at the 13,000 ft. And over the course of a week it carved its way down the mountain, dropping hundreds of feet everyday. To unlock the film, all skiers had to do was prove that their altitude matched or surpassed the film’s current altitude. And to do prove their altitude they just simply checked in on their smartphones. Because get this: GPS technology doesn’t only know your location, it also knows your altitude.
When the film finally reached the base of the mountain, it became available to everyone, at every altitude, and fans were invited to explore the stats: from the highest check-in to the number of cities and countries that unlocked the film to exclusive, behind the scenes footage.
The experience was the first time altitude was used as a gaming mechanism, and one of the first times that web GL was used on iOS. With fans watching the film from 152 cities, in 22 countries, the brand met its consumers at their favorite spot: the summit.
Swedish Match consumers are notorious skiers. So when the brand asked us to make something that elevated their experience, we knew we had to get to the mountain.
First we partnered with Poor Boyz Productions to create a ski film that captured the sickest tricks and skills in the game. But then, rather than just posting it to YouTube alongside a mountain of ski films, we gamified the watching process the only way we knew how: by making skiers show their love for the sport.
Altitude Drop was an experience that made badass skiers prove their altitude to unlock the epic ski film. To kick it off, the film launched at the 13,000 ft. And over the course of a week it carved its way down the mountain, dropping hundreds of feet everyday. To unlock the film, all skiers had to do was prove that their altitude matched or surpassed the film’s current altitude. And to do prove their altitude they just simply checked in on their smartphones. Because get this: GPS technology doesn’t only know your location, it also knows your altitude.
When the film finally reached the base of the mountain, it became available to everyone, at every altitude, and fans were invited to explore the stats: from the highest check-in to the number of cities and countries that unlocked the film to exclusive, behind the scenes footage.
The experience was the first time altitude was used as a gaming mechanism, and one of the first times that web GL was used on iOS. With fans watching the film from 152 cities, in 22 countries, the brand met its consumers at their favorite spot: the summit.
