Nature Valley Trail View 2.0
A virtual hike through U.S. national parks
by General Mills
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.
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.
Launch date: April 25, 2013
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.
Gigabytes of XML data
Million total page visits to date
Average time in minutes spent on site following broadcast spot
- Tom Murphy, CCO
- Sean Bryan, CCO
- Mat Bisher, Group Creative Director