Our solution was to gamify spring weather. Bring the Rain is the first real-time, weather-activated retail campaign. We focused the effort on one product. FuseForm is the most technically advanced rainwear on the planet. We used the very element FuseForm protects people from - rain - to drive traffic to the stores.

The more it rained, the more chances people had to win a free FuseForm jacket at their local The North Face retail store.

Bring The Rain took what was already happening in the social space and made it actionable. Leveraging real-time national weather data, we created a web app and contest where consumers were notified via social media, Pandora, and SMS text the very moment it rained at least a half inch in their city.

Each time a weather threshold was met, the contest was live and everyone had exactly 24 hours to get to The North Face store where they scanned the barcode of the FuseForm jacket they wanted with their smartphone. The winner was notified within hours of scanning.

In addition, we developed a responsive website to share information around the sweepstakes and enable participants to register for alerts when thresholds were met.

In total, we managed thirteen contests across five cities over four weeks.

Our goal was to make The North Face top of mind in the spring. Over the four-week contest window, Bring The Rain garnered over 10 million media impressions and 47,000 site visits. We helped The North Face achieve a massive mobile footprint (91% of total traffic and nearly 6,000 opt-in SMS alerts). Most importantly, we had more people than ever praying for rain.