Dick’s Sporting Goods wanted to be the brand of choice of true winter athletes. But first, we needed to prove that we know them as well as we know the sport they love. Only then would winter athletes engage with our brand and discover our top-of-the-line winter collection.

Insight:

True winter athletes count the minutes for winter to arrive. And for them, there’s no better feeling than making first tracks.

The idea:

Get Winter Ready. A first of its kind, gamefied lookbook that taps into the excitement of that first run. It’s up to you to help four friends wake up, find their gear fast, and hit the slopes early so they can make first tracks. It’s an interactive catalogue where users scan the panoramic images to find the products and play with them while browsing the collection.

The site was built entirely in HTML and uses still photography to work across all devices.

With the accelerometer feature, users could tilt their phones and tablets to explore the rooms and find the gear.

Results:

We expected users to engage for 4'. Instead, they spent an average of 10' on the site. And the products shown in the lookbook had 223% more views than the average achieved on Dick’s e-commerce site.