In an audacious move, YETI, the renowned outdoor lifestyle brand, has launched a groundbreaking campaign titled “Map the Gaps”. This initiative not only challenges the digital norms but also blends advertising with practical utility, creating a powerful brand experience that resonates with outdoor enthusiasts globally.
Digital Guerrilla Marketing at Its Best
YETI seized an extraordinary opportunity by leveraging Google Maps’ API, a tool that powers a service with over one billion monthly users, to introduce its ‘Map the Gaps’ campaign. This digital guerrilla marketing strategy was not about overt advertising but smart, strategic product placement. By targeting Google Maps—a platform that covers 98% of the globe—YETI set its sights on the remaining 2%, focusing on the untapped wilderness areas that are most appealing to its core demographic.
The Strategy: Making the Wild Accessible
With the relaunch of the Hopper M-series backpack cooler, YETI aimed to make the wilderness more accessible. The campaign involved equipping brand ambassadors with GPS-enabled 360º cameras to map hidden trails and rugged terrains across diverse landscapes—from the rainforests of British Columbia to the deserts of Santa Fe. These new digital trails were integrated into Google Street View, transforming it into an interactive showcase for the Hopper M20.
Engagement and Accessibility
The result was a custom-built digital experience that allowed users to virtually explore these newly mapped areas through immersive 360-degree videos. YETI’s approach was meticulously inclusive, ensuring that the digital experience adhered to AA guidelines for accessibility, making the great outdoors available to everyone, including those using assistive technologies.
Impressive Results: A Triumph of Clever Marketing
The ‘Map the Gaps’ campaign proved to be a colossal success. With zero initial media spend, the campaign generated 78 million impressions and led to a 300% surge in sales of the Hopper. This initiative not only boosted YETI’s bottom line but also reinforced its brand image as a purveyor of high-quality, rugged outdoor gear.
Innovative Advertising and Lasting Impact
By transforming every advertisement into a portal to the wild, YETI has not just marketed a product; it has encouraged a lifestyle. The campaign’s integration with Google Street View ensures that these adventures have a “forever home” online, continually attracting new users and maintaining engagement.
Conclusion: A New Frontier in Marketing
YETI’s ‘Map the Gaps’ campaign stands as a testament to the power of innovative digital marketing strategies. It underscores the potential for brands to engage with their audience in meaningful ways, turning every interaction into an opportunity for discovery and adventure. This campaign not only mapped the physical gaps in the wilderness but also bridged the gap between digital engagement and real-world experiences, setting a new benchmark for marketing excellence in the digital age.
