The digital experience allows you to explore the evolution of brand development along several exciting routes.
Iconic American outerwear and footwear manufacturer and retailer Timberland has released the exciting digital game "TimbsTrail", inviting its fans to explore the company's history in an immersive way.
Consumers are given the opportunity to take a journey through the history of Timberland from the brand's inception to the present day using a gamified experience. The service is dedicated to history, art, music and, of course, the people who created the brand's culture and honor its heritage and innovation.
The digital game allows you to explore the evolution of Timberland shoes along several exciting digital routes, from watching themed videos to collecting branded shoes.
TimbsTrail includes several conceptual sections:
New England Origins is a journey to the picturesque region where the history of Timberland began. Guests can walk through the original factory and meet huskies in the snowy landscape.
“Tokyo/London/Italy” is the first international expansion of the American brand. The section includes a party on the London Underground, meeting an Italian "paninaro" and a girl from Harajuku in the 90s.
Hip Hop Legacy is a step back in time to 1990s New York, where you can feel the music, graffiti, food and fashion of that decade, as well as being inspired by the rise of the original yellow shoe.
Green Dream is a world filled with stories of sustainability and sustainability initiatives.
“Collab city” is a chapter entirely dedicated to the brand's various collaborations with other companies, including collaborations with Bee Line, The North Face and Spongebob.
“Activating the Future” is a unique look at the future of the company, again with a focus on innovation and leadership and environmental initiatives in the production of shoes.
The design system, user interface, and maze-like platform architecture were developed by R/GA. The new shopping experience will be available, including at Timberland stores worldwide.
The project is part of a massive campaign to transition the Timberland brand to a direct-to-consumer model. Brand owner VF Corp is looking to reshape the business to focus on digital marketing to attract new customers.