Timberland’s Nature Needs Heroes – The Leap Year Mission is an innovative lead-generation campaign, intricately woven into a captivating web game designed specifically for the leap year of 2020. Catering to the Singapore and Malaysia markets, the campaign invites participants to immerse themselves in a digital adventure that celebrates the spirit of exploration and resilience.
Objectives
& Goals
The primary objective of the campaign is to engage the target audience through gamification while promoting Timberland’s iconic boots as essential gear for both urban exploration and outdoor adventures. By offering a compelling gaming experience, the campaign aims to increase brand awareness, drive traffic to Timberland’s online platforms, and ultimately generate leads for potential customers.
Strategies
To achieve its objectives, the campaign strategically leverages the unique concept of a leap year, offering participants a 29% discount voucher upon completion of the game—a clever nod to the additional day in February. The game features two distinct pairs of boots—the Brooklyn 6″ Boots Aerocore for urban explorers and the Premium 6″ Waterproof Boots for outdoor adventurers—ensuring that there’s a pair suited for every type of nature’s hero.
To achieve its objectives, the campaign strategically leverages the unique concept of a leap year, offering participants a 29% discount voucher upon completion of the game—a clever nod to the additional day in February. The game features two distinct pairs of boots—the Brooklyn 6″ Boots Aerocore for urban explorers and the Premium 6″ Waterproof Boots for outdoor adventurers—ensuring that there’s a pair suited for every type of nature’s hero.
The campaign boasts a high reach of participants, indicating a significant level of engagement within the target markets of Singapore and Malaysia. Furthermore, the campaign achieves a commendable conversion rate of 20%, demonstrating the effectiveness of its gamified approach in driving leads and incentivizing participation. Overall, Timberland’s Nature Needs Heroes – The Leap Year Mission successfully captivates audiences, reinforces brand identity, and generates tangible results in line with its objectives.
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