CAPTURE THE CUBE
An interactive, multimedia promotion for FirstBank where skiers & snowboarders can find one of 100 orange cubes (FirstBank's logo) hidden at Copper Mountain and win a free pair of skis or a snowboard. My role was to take this annual campaign (traditionally print, website and app only) and update last year's components while putting a twist on it this year by adding an interactive social media "Where's Waldo-esque" story component. I also designed the board; I went for natural predators of the Rocky Mountains. A bonus cube was also hidden in the teaser video (below), with an invisible frame tag. The first viewer who finds it, and click on it, gets his/her free snowboard!
The campaign started with a teaser website and a countdown timer. On the opening day, the website had its official launch. Over the next few months, the website slowly released clues on where cubes would be hidden at the Copper mountain, or in downtown Denver. It also redirected traffic towards @CaptureTheCube for more clues. Winners were also featured there with their snowboard/skis.
The centerpiece of the campaign was the @CaptureTheCube Instagram account. I worked with Rod Hunt, a renowned map illustrator, to create an accurate map of Copper Mountain ski resort. I then broke it down in square grids and uploaded smaller square images on @CaptureTheCube. This way, the user would click on an image to see details, hidden characters, and clues. Over time, we would tease a clue, prompting users to look closely at the pictures and going to the mountain to find exactly where a cube is hidden.