Altitude Drop

Swedish Match

Freeskiers are notorious snusers. To engage this group, we created a ski film that captured mind-blowing tricks and stunts. But rather than simply posting the video on YouTube, we gamified the experience by making skiers prove their altitude to unlock the epic ski film. The film was the first to be launched at 13,000 feet.

Over the course of a week, it carved its way down the mountain. To unlock the film, skiers had to prove their altitude by checking in on the Altitude Drop app. Altitude data has always been in everyone’s mobile phone, but this was the first time it was ever used as a gaming mechanism and one of the first times that webGL was used on iOS. This was a collaboration with Vice media.