Webguerillas
Munich-based agency is responsible for integrated campaign the webguerillas, Germany’s leading full-service agency for alternative forms of advertising, were commissioned by mammoth with the digital design and implementation of a long-term, international campaign. Mammoth, one of the world’s leading providers of high-quality mountaineering equipment, celebrates its 150th anniversary with the biggest peak project in history. For, 150 international teams are looking for, climb all over the world together with mammoth mountain peaks. For recruiting, the Munich Agency developed an application for the website peakproject by mammoth on and’s Facebook page facebook. Interested user can the complex 3D application until April 2011 as trailblazers compete in, by they create virtual mountains: depending on the applicants for the hike may inspire more friends, the higher the mountain represented in profile pictures of friends grows. Thus, a virtual 3D-Bergpanorama develops gradually.
In the The mountain founders have connection with the 300 highest mountains the opportunity to put together a team of two to six people and to plan your hike virtually with the community. An expert jury selects from these 300 teams in the June 150. This received extensive equipment from mammoth for your grand tour. The 150 mountain tours take place all over the world between 2011 and 2012. All campaign items are accompanied by an explanatory trailer, which was created in collaboration with a motion Design Studio from the United States. The entire campaign is divided into several phases, which span a period of 2 years. Already in September 2010, mammoth using the webguerillas heralded the start of the anniversary celebrations. “About the Facebook app 150 years Mammoth 150 gifts” user birthday glueckwuensche mammoth send and win three of 150 gifts every day.
End of the action mid-October, almost 18,000 fans took part in the draw. The fan base of the Facebook page grew up in 50 days from 5,000 to over 35,000 users. With this campaign we set a milestone industry”, said Christian Gisi, head of marketing communications at Mammoth.