To ensure we reached the most experienced skiers first, Altitude Drop began its decent at 13,000 ft.
Ming Utility and Entertainment Group invited us to collaborate on a new and exciting way to launch a ski film they were producing in partnership with Poor Boyz Productions for Swedish Match.
Rather than just posting it to YouTube alongside a mountain of ski films, we gamified the watching process by making skiers show their love for the sport.
Altitude Drop was an experience that made passionate skiers prove their altitude to unlock the epic ski film. To kick it off, the film launched at 13,000 feet. And over the course of a week, it carved its way down the mountain, dropping hundreds of feet every day.
To unlock the film, all skiers had to do was prove that their altitude matched or surpassed the film’s current altitude. By checking in on their smartphones through the website—or on the stand-alone iOS app—skiers proved their altitude through GPS technology.
When the film finally reached the base of the mountain, it became available to everyone, at every altitude. At the end of the campaign, fans could explore the stats: from the highest-altitude check-in to the number of cities and countries that unlocked the film. They could even access exclusive, behind-the-scenes footage.
The experience marks the first time altitude was used as a physical gaming mechanism, and one of the first times anyone made a WebGL-driven campaign for iOS.
With fans watching the film from 152 cities in 22 countries, the brand clearly met its customers at their favorite spot: the summit.
P R O J E C T
Altitude Drop campaign
C L I E N T S
Ming and Swedish Match
P A R T N E R S
Poor Boyz Productions
S E R V I C E S