Yeti’s mission to Map The Gaps resonated with hikers, here’s how
Winning Technology Innovation Gold in The Drum Awards for Marketing Americas is YETI. Here is the award-winning case study.
Example of winning work
Objective
Google has mapped 98% of the world, 100 countries and 10M miles of concrete roads. But naturally, wilderness enthusiasts prefer the paths less paved. For YETI, this posed an opportunity to take the Hopper M20 (our most versatile cooler yet), map hidden trails across the globe and make the outdoors more accessible to everyone.
Introducing Map The Gaps – A YETI campaign to take Google Street View way off the street, showing the world where the Hopper was built to go and inspiring Street View users around the world to explore the paths less paved.
Insight
First, we found some of the wildest places Google Street View couldn’t go. Then, we tapped into our network of YETI Ambassadors to take us there. Equipped with a Hopper, a GoPro and a set of coordinates, our Ambassadors picked up where the map left off and documented some of the best locations Google had never been.
Finally, using Google’s open API, we did what no other brand had done before – integrated the footage into Google Street View, hacking a platform with over a billion active monthly users and transforming it into an interactive demo for the mobility of YETI Hopper. Newly mapped trails on Google Street View became organic ads for our YETI backpack coolers and we were able to give outdoor enthusiasts everywhere a blueprint for their next adventure.
Approach/strategy
YETI was founded in 2006 by brothers Roy and Ryan Sieders, selling coolers out of their truck to hunters and fishermen near Austin, TX.
Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration, read our Award Winning Case Studies.