Climb Mount Asgard
- Brand
- Berghaus
- Year
- 2010
- Objective
- Awareness
- Industry
- Entertainment
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- Crab Creative
Objective
Berghaus wanted to build out its digital presence and grow an online community around the brand, giving the wider public a virtual taste of the real Asgard Project expedition led by climber Leo Houlding. The game let the brand showcase the gear used on the climb and push out footage from the expedition documentary through Facebook and Twitter.
Solution
The player sets out to reach the summit of Mount Asgard, choosing their own route and belay points as they climb. Along the way they balance stamina and grip, dodging rockfalls, snowstorms, ice and battering wind, and collect bonuses that can be spent to upgrade their climbing skills. The ascent is split into stages, and clearing each one unlocks new content — Berghaus downloads, clips from the expedition film, and details on the gear the real team used. Players who connect a Facebook account unlock extra videos and rewards, post their score to a leaderboard, and challenge friends to beat it.
- 1
The player opens climbmountasgard.com to a browser Flash game built around a single goal: climb the wall to the summit of Mount Asgard.
- 2
The game offers a Facebook connection, which unlocks rewards, video content from the expedition film, and the ability to enter a name on the leaderboard.
- 3
On each climbing section the player chooses which line to take up the wall and which belay points to aim for.
- 4
While climbing, the player manages balance and a stamina meter, pacing the ascent to keep both in check, while avoiding hazards such as rockfalls, snowstorms, icy ledges, and strong wind that pushes the climber off line.
- 5
Bonuses collected along the route can be spent on skill upgrades that make the climber more capable on later sections.
- 6
The climb is broken into consecutive stages; clearing one unlocks the next section of the wall along with new Berghaus downloads, film clips from the real expedition, and information on the gear the team used.
- 7
Performance is scored on both accuracy of the climb and completion time, rewarding a clean, fast ascent.
- 8
Reaching the summit adds the player's name to a leaderboard showing their rank, and the game invites them to challenge friends for the top spots.
- 9
In a Norwegian version of the campaign, launched August 15, 2011, players accessed the game through Berghaus's Facebook page as part of a contest awarding top performers a trip to Kilimanjaro and gear prizes.
