Get Winter Ready
- Brand
- Dick's Sporting Goods
- Year
- 2012
- Objective
- Sales
- Industry
- Retail
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- Stink Studios
- With
- Anomaly
Objective
As the 2012 winter shopping season kicked off, Dick's Sporting Goods needed a way to put its cold-weather gear in front of skiers and winter-sports fans before they headed to the mountain, and to do it in a format worth sharing rather than another seasonal banner. A sweepstakes with genuine ski-trip prizes gave people a reason to opt in and come back.
Solution
Players land on getwinterready.com and step into a 360-degree panoramic winter scene, dragging their view around to spot jackets, boots, goggles, and gear hidden in the landscape. The goal: fully outfit four friends before dawn so they can hit the slopes on their planned ski trip, moving from one panorama to the next as each item is found. Alongside the hunt, a sweepstakes entry button sits right on the game screen, letting players claim a free daily entry or earn extra entries by playing. A session ends once a scene's items are cleared or an entry is submitted, with the prize pool of ski vacations backed by Columbia Sportswear and The North Face as the payoff for playing.
- 1
The player arrives at the dedicated getwinterready.com site and is given the setup: four friends have shown up for a ski trip without any gear, and need to be outfitted before they can hit the slope.
- 2
The core scene is a 360-degree panorama the player can rotate to scan a winter landscape and interior, hunting for items hidden throughout the view.
- 3
The player searches each panorama for scattered pieces of winter clothing and gear, collecting them as the main hunt-and-find action, then assigns finds to the four friends until all of them are fully outfitted and ready to ski.
- 4
Every item found is a real Dick's Sporting Goods product, so the search doubles as a browsable winter lookbook of the retailer's assortment.
- 5
An in-game button lets the player enter a linked sweepstakes for free, with a new entry allowed each day and extra entries earned through play.
- 6
Sweepstakes entrants choose between two grand prizes: a Columbia Sportswear trip for two to the 2013 USSA Deer Valley World Cup moguls and aerials in Park City, Utah, or a The North Face trip for two to the 2013 X Games in Aspen, Colorado, each including first-class flights, multi-night hotel stays, and event access, with a combined prize value of $22,500.
