Penfield Race For The Summit

Penfield partners with select blogs on a content-based scavenger hunt to win a one-of-a-kind Summit jacket.

Penfield – the iconic outerwear brand established in Massachusetts in 1975 - launches an online viral competition and social media campaign to celebrate one of their original and classic styles: the ever-popular Summit down insulated jacket.
The campaign's main objective is to raise awareness and build a community of interest around the fashionable and functional label that is Penfield.
Referencing the brand's New England roots (their motto is ‘For Life in the Open’), ‘Race for the Summit' proves to be a groundbreaking project that invites all web users to embark on a unique, captivating online quest in search for the answers to ten clues that are to be released over four weeks over the Holiday season.
The clues are to be revealed through Penfield’s website and newsletter alongside the brand's Facebook and Twitter accounts. They will lead participants on an online trail around a selection of influential blogs and websites encompassing contemporary fashion, outdoor pursuits, music, lifestyle and heritage Americana among others...
Once the answer has been found, the participant enters it via the competition page within their penfield.com account and, if correct, the next clue is revealed. The winner will be gifted a very special first prize: a one-off, custom-made ‘Race for the Summit’ premium down insulated parka.
“Race for the Summit leads you on an exciting global adventure, transporting you digitally from the USA to Hong Kong via Canada, Italy, the UK, the Netherlands…
For this very special competition, we are honored to announce that we have teamed up with ten of today’s most influential blogs and longtime friends of ours from around the world.
Beyond our common love for fashionable outerwear, those partner websites encompass a very wide range of subjects everyday in their very own way and stand as main authorities in their respective areas: from contemporary fashion, outdoor pursuits, music, lifestyle and heritage Americana among others, there is no doubt you will be soon riveted to their daily finds if you are not an avid reader already."

PARTNER BLOGS

Highsnobiety
Hypebeast
Freshness
Marcus Troy
Cold Splinters
Secret Forts
The Daily Street
Uncrate

A MUTUALLY-BENEFICIAL PROJECT:

WHEN BLOGS COME TOGETHER


The campaign's main objective is to raise awareness and build a community of interest around the fashionable and functional label that is Penfield so all parties involved benefit mutually from the viral nature and international exposure of the competition.
We have selected our partners based on the diversity of their audience's profiles, interests and geography. The idea is for them to capitalize on Penfield's following base and on other participating blogs' audience to drive new traffic to their own websites.
Readers from partner blogs and any new user joining the competition are systematically led to each participating website for clues, thus directly widening their respective audiences.
Once the users have signed up for the competition, they are taken to the main Competition page where they can find the first question/clue. They are then taken to the first partner blog where they have to browse and hunt for the answer which gives them a chance to explore our partner's website in depth - more time spent on site, more pageviews... making the partner website more valuable to potential advertisers - and learn more about the history of Penfield.

IN THE PRESS

PSFK (USA)
DDB (CA)
Marketing Week (UK)
Hypebeast (HK)
Sportswear International (DE)
Definitive Touch (USA)

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Creative Strategy Director / Global Head of Marketing