NEW YORK Timberland has entered into the gaming arena with its Olympics-inspired "Podium" campaign.
The global campaign, mainly a television and cinema effort, was created to "celebrate and capture the exhilaration of the outdoors," said Tracy Stokes, senior director of global brand marketing.
The "Podium" spot shows a man trekking through the woods and culminates when he reaches the top of a snow-capped peak -- his own personal podium. The online companion, called "Unexpected Obstacles," is played in a video game format. "They can almost create the TV spots, jumping over roots and dodging stones," said Stokes.
The game was created by U.K. agency Holst Digital. Its pitch to engage consumers won because it was in the "spirit of participating," rather than just watching something, said Stokes. "We were looking to use the Internet in a more powerful way to go beyond traditional advertising," she added.
The broader Timberland campaign was timed to coincide with the Beijing Summer Olympics. It debuts in the U.S. tomorrow and will be shown in other markets through the end of the September. The creative was fashioned by Leagas Delaney, London; Wenham, Mass.-based Mullen's MediaHub handled buying chores.