Nature Valley makes digital debut at SXSW Mashable party
Sunday night was the highly anticipated Mashable SXSW party at a giant pool hall/bar in downtown Austin called Buffalo Billiards. As throngs of party-goers waited outside, we crept in to check out the Nature Valley Trail View
display, say hi to the creative folks at McCann who came up with it, and enjoy some “Kow-a-bunga” (an energy tea that frankly, can stay in Texas).
Nature Valley, one of the main sponsors of the event, with their team at McCann recently launched “Trail View,” a website that allows you to explore some of America’s iconic natural parks from the comfort of your computer. Think Google street view, but over miles of hiking trails in Yellowstone, the Smoky Mountains and the Grand Canyon. The display at the Mashable party featured interactive big screen TVs where guest could explore the trails, as well as watch some of the behind-the-scenes footage of the McCann teams hiking through the great outdoors with all their cameras and equipment. The whole project took almost three months to film—not a typical assignment for a bunch of ad folks!
Nature Valley’s first big foray into the digital space is true to the brand, focusing on preserving nature while using cutting-edge technology to capture it authentically. The display had many people taking a break from beers and billiards to wander over and see what the beautiful landscapes were all about. Congrats McCann on a successful launch!