Timberland 'TimbsTrails'
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Objective
Timberland sought to reconnect with younger generations unfamiliar with the brand's '90s heritage. The company created an immersive digital experience to reinvent the brand for Gen Z and expand purchase intent among sneaker enthusiasts, positioning Timberland as a culturally relevant lifestyle brand.
Solution
TimbsTrails is an explorable digital museum blending gaming with storytelling across six trails and 15 environments spanning key locations in Timberland's history—New England, New York, London, Italy, and Tokyo. Players navigate branching pathways through 96 content cards, collecting virtual boots (badges) to unlock bonus chapters and redeem rewards. The experience features interviews, hidden easter eggs, and archival storytelling inspired visually by '90s first-person shooters but functioning as an interactive documentary. The architecture uses geometric forms from Timberland's tree logo to create maze-like structures.
Results
Reached 23 million sneaker enthusiasts with 41% higher purchase intent among participants. Named one of Campaign UK's Top 5 Digital Ideas (2022) and featured by AdAge among 20 brands gaining Gen Z attention.
