For individuals who assume there’s no such factor as uncharted territory as of late, right here’s a validating stat: Google has mapped 98% of the world, masking greater than 10 million miles with Avenue View.
However what in regards to the remaining 2%? It’s secure to say that sliver is pretty rugged actual property, so to Yeti, it seemed like a problem ready to be accepted.
To scout out that remaining frontier, the legacy model—maker of sturdy coolers and stainless-steel drinkware—has launched the “Mapping the Gaps” marketing campaign, sending 15 of its ambassadors to doc trails much less traveled in picturesque locations all over the world. A second part of the trouble invitations customers to do the identical.
To date, Yeti’s athletes have traveled by way of rainforests in British Columbia, distant hillsides in Australia and desert landscapes in Santa Fe, with coordinates now out there on Google Avenue View. The work, accomplished in-house, is central to Yeti’s mission of urging extra would-be adventurers to go open air.
“For many individuals, it’s intimidating to only pack up and go on a path—so how might we give them a preview or a shot of confidence to get on the market?” Paulie Dery, the model’s CMO, instructed Adweek. “By mapping the very best trails that Google wasn’t in a position to.”
The undertaking—below the tagline “The place the road ends, the journey begins”—coincides with the debut of the Hopper line of backpack coolers, that are featured prominently within the ambassador content material.
Along with utilizing the map undertaking as a real-world product demo, Yeti can also be tapping into the large energy of Google Avenue View, in essence hacking a digital platform of 8 billion month-to-month customers for natural publicity.
Yeti’s marketing campaign comes as an rising variety of manufacturers dig additional into experiential advertising and marketing as a technique to interact customers. Meantime, packages like all-terrain car maker BRP and company Touché’s “Uncharted Playgrounds” purpose to match up outside lovers with off-the-beaten-path environs.
