The Get Out Game

Client:
Berghaus
Services:
  • Experiential campaign
  • Social media campaign
  • Brand Film
  • Photography
  • Production

In 2016, Berghaus defined their new mission, “To unlock passion for the outdoors by making every outdoor endeavour, regardless of its ambition, remarkable.” The Award-winning Get Out Game Campaign revived that positioning and purpose. WALK worked with Highjam Marketing to bring this to life on Black Friday and go against the usual price-cut culture and instead create a premium event that encouraged existing and new Berghaus fans to embrace their love of the outdoors.

We are delighted that The Get Out Game won 2  IPM Awards 2017:

– GOLD Best Use of Social Media Channels
– GOLD Best Small Budget Campaign (under £30K)

 

The Challenge:

  • To encourage existing and new Berghaus fans to embrace their love of the outdoors
  • To get noticed and build love for Berghaus
  • To recruit new followers across all social channels and CRM
  • To build both immediate and ongoing consumer engagement

To support Berghaus’ new positioning, we designed an inclusive regional event program and online engagement campaign: The Get Out Game. On one day, from sunrise to sunset, Berghaus crews planted flags and prizes within four iconic National Parks across England, Wales and Scotland. To find the flag, consumers had to sign up via the Berghaus website then solve the clues that were emailed to them on the day before the live event. To encourage both existing and new fans to take part an intensive two-week pre-awareness campaign was devised, consisting of:

Concept Video creation and seeding
Branded social content for Berghaus Instagram, Facebook, Twitter, You Tube sites
Paid for search content – PPC, Display, Social
Print Advertising across retail stores
Local Radio Advertising
Local and National Press

The Results:

The Get Out Game reached more than 2 million consumers.
More than 27,000 consumers actively engaged with Berghaus across social media.
PR coverage was significant, with national coverage in The Guardian.
Clear consumer resonance with the campaign – many wild camped, slept in caves and set their alarms for 3am to take part in a bid to find the Berghaus flags.

 

Branding

2.3 million Reach

"Outdoor brands Patagonia and Braintree, as well as fashion chain FatFace, will be donating proceeds from the day to charity while Jigsaw and Next have both announced they will not be offering discounts. Meanwhile Berghaus is encouraging its customers to head outdoors as an alternative to the shopping frenzy."

Sarah Butler, The Guardian

Black Friday Backlash

Storyboard

“It was totally worth getting up at the crack of dawn flag hunting for Berghaus #thegetoutgame - not only was the sunrise absolutely stunning I also won a down jacket - all before 8am!!!!"

Participant, Facebook
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Well Done Get Out Gamers