MERRELL HIKE+SEEK APP
Moab 3 Hiking Campaign Activation in New York City
150 Digital Boards in NYC
The Challenge
Motivate New York City and Denver residents to leave the couch and get outdoors, whether it’s at an urban park, trailhead, farmers market or just walking the dog around the block. And yes, wearing Merrell shoes while doing so is encouraged.
The Solution
Develop a mobile interactive digital game, Hike+Seek, where users earn rewards by completing hiking-related challenges in the world around them.
Developed and realized by Wheel + Spoke, Hike and Seek offered a variety of fun challenges – from social, outdoor, and retail (all at zero cost) – with the chance to win Merrell merch. Those who complete 10 or more challenges were entered to win an all-expense paid trip for themselves and a guest to Moab, Utah in 2023.
To promote the game, Wheel + Spoke created content for 150 digital panels across New York City, and a centerpiece placement on the “Fendi” billboard in Times Square.
The Results
The campaign garnered Merrell with a new retailer chain, engaged existing retailers and provided excitement in New York City and Denver.
Wheel+Spoke built a mobile app platform that Merrell will use in the future to expand the existing offering with new features and opportunities, and to develop new activations for future campaigns. A robust admin application provides Merrell with direct integrations to their CRM and social media integrations.